Moe’s and Social Media: The Fast-Casual Options
Working with our client, Moe’s Southwest Grill, has helped convert me into a social media believer. Moe’s has a very distinct brand identity. Their messaging is very tongue-in-cheek, pop culture affluent and slightly irreverent. They remain popular with the school-age crowd, but are tailor-made for families with young mothers, who appreciate the fun while keeping it family friendly. All of this means social media is the perfect avenue for Moe’s to communicate with its customer base. Social media is decidedly informal and playful, and lends itself to instantaneity.
We help keep Moe’s highly active on the social media front, posting witty (well, depending on who you ask), timely updates not just for the purpose of advertising a daily special or promotion, but to stay top of mind and engaged with our audience. Customers typically respond very well. In Columbia, we’ve cultivated a fan base of nearly 13,000 followers, many who respond to our posts and proclaim their affection for the Moe’s brand. It makes sense: the young, social-media affluent, typical Facebook and Twitter user falls in line precisely with the Moe’s customer base. It’s a match made in heaven. And when something does interrupt the love-fest—say an unpleasant dining experience or an unredeemed coupon—we can receive feedback, pass it along to store managers, and remedy the situation at the blink of an eye, a speed only accessible with social media. No need for customer complaint cards, 1-800 hotlines or formal corporate responses. We acknowledge the error, fix it at once and compensate the affected party for their trouble.
While Facebook and Twitter fit Moe’s like a glove, social media is not the most suitable means of communication for all brands. I see car dealership commercials lately encouraging viewers, “Follow us on Twitter!” or, “Like us on Facebook!” I appreciate the effort to get with the times, but buying lunch and financing a car are two different things entirely, requiring completely separate levels of seriousness. Facebook has never been admired for its formality. A brand selling big-ticket items needs to acknowledge this truth and realize Facebook and Twitter do not lend the necessary gravity their services require. To these brands I recommend: stick to traditional media. But to those existing in a more playful market niche: embrace social media. It is not a trend or passing fad. It is the principal tool of the new consumer—informed, empowered and opinionated—and it will serve you well as a means of engaging your customer base for years to come.
–Pete Anderson
