A burrito without chips and salsa feels incomplete. At Moe’s Southwest Grill, the popular quick service restaurant wants guests to be satisfied. The new value meal puts more food on the table without overspending.
After restaurants waged chicken wars, the new battle does not involve protein. Value wars are more than just lower prices. Balancing ample portions with affordability will bring people to the table.
More Value Without Breaking the Bank.
When guests step into Moe’s Southwest Grill, they are always greeted with a warm welcome. That sense of hospitality continues through the whole dining experience. With its new value meal, that desire to put guests first extends to its new value meal.
The Moe Value Meal is priced at $9.95. The food items include a junior burrito, queso and a fountain drink, as well as Moe’s signature free chips, salsa and dipping sauces.
Moe’s Southwest Grill
According to Mike Smith, Chief Brand Officer at Moe’s Southwest Grill, “In today’s world, it feels like $10 doesn’t go very far. We’re proud to offer our guests a full, delicious meal that doesn’t break the bank. The Moe Value Meal is a great example of our commitment to providing incredible value without sacrificing the quality and flavor our fans love.”
The key item in that statement is a full meal. If a value meal sacrifices portion size to reduce costs, guests will not make that purchase. As consumers continue to opt to cook at home, people need to see that the money spent has a return on that investment. Value meals that would not satisfy a child’s appetite will not get people to come to the table.
Moe’s complete meal gives guests what they crave. It is a complete meal at a price that people are willing to pay.
Food Trends Turn Back the Clock.
When Moe’s Southwest Grill announced its Moe Value Meal, the promotion focused on turning back the clock to the 1990s. Looking back at what $10 could purchase a few decades ago is more than just reminiscing about the good old times. Tapping into nostalgia is a food trend.
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Although no one wants to hear the phrase, back in my day, food flavors people’s memories. While value is driving guests to restaurants, they want food that connects. It is more than satiating hunger. They want to feel full physically and emotionally.
Offering a value meal that keeps money in the wallet and taps into a favorite memory is key. It does not have to be a juvenile happy moment. Rather, drizzling queso over a favorite burrito can bring back stories of cheese mishap or the epic discovery of a cheesy salsa combination. When people connect with food, they are willing to make the purchase.
As the value meal wars rage, the restaurant brands that can find the balance of delicious food, money spent and guest connection will get people coming to the table time and again. For Moe’s, it is hoping that this new value meal will have guests hearing its enthusiastic welcome on repeat.
Related: Jack in the Box Revamps Menu with ‘Bigger Is Better’ Value Meals
