The soon-to-be-elected Chef Taco Officer will join members of the Moe’s team on an all expenses paid, 12-city tour of the U.S., which begins June 1 in Atlanta. “It'll ultimately be in the shape of a three to reinforce Three Amigos,” Schroder says. “As we go city to city, we’ll go to places of interest. One of the great side benefits about these tours is we get such great content.”
“The CTO will be riding shotgun the whole time in that food truck, so we'll have Go Pros inside kind of catching all the action,” adds Nielsen, “and taking lots of different footage along the way, different content opportunities, as well as passing out tacos to the people.” (Kissing babies is optional). Further, the CTO will receive a $1,000 “fun budget” for whatever extracurricular activities they want to engage in throughout the cross-country trek.
One other aspect of the tour will be the CTO’s ability to run Moe’s social media accounts. “They are going to be posting from the Taco Tour—posting selfies and behind the scenes,” Nielsen says. “We want to show the world that we've got nothing to hide. We're happy to have our CTO take over our social channels.”
The Taco Tour is one of the promotions allowing Moe’s to show off its latest innovations. Schroder mentions that while a strong benefit for their customers is to be able to customize their entrée, “in some cases people aren't the greatest at culinary creation, and it doesn't always turn out the way they planned.” To that end, they are doing two things. One is looking at more chef-build items. “Basically you can have it your way or you can have it Moe’s way,” Schroder says. “We’re going to get more active in curating our menu for folks so they can get to the craveability of what we have to offer. The other thing is ‘southwest’ has always been in our name, and these [new] tacos are more street taco-like, so we're beginning to move in the direction of making a culinary specialization towards the southwest.”