Moe’s Southwest Grill is the fastest-growing Southwestern casual dining chain which is concentrated on the East coast and differentiates itself through its Food Mission of only delivering foods featuring all-natural and antibiotic-free proteins, Hass avocados, rBGH free dairy, with no transfats or MSG.  Moe’s challenged Brand Squared Licensing to create an experience beyond the restaurant locations which overlapped with the geographic footprint, reinforced the brand with a discriminating target consumer searching for healthy Southwestern food options, while remaining faithful to the Food Mission. 

Brand Squared Licensing remained faithful to the Moe’s Food Mission while extending the brand into a developed a retail exclusive program at BJ’s Wholesale Club.  The program, when launched, included 17 SKUs following a six-month product development time frame – featuring salsas, guacamole, layered dips, fresh queso, tortilla soups, chili, mini-appetizers and pre-sliced fajita vegetables.  The program has run at BJ’s Wholesale Club for nearly six years, and for its efforts Brand Squared Licensing received a BJ’s Vendor Appreciation Award for in-store program excellence.