As franchise brands expand into new international markets, creating a consistent customer experience is becoming as important as maintaining operational standards. Moe’s Southwest Grill is taking that approach a step further by making music a central pillar of its global franchise strategy, using curated playlists to reinforce its brand identity while allowing for local cultural relevance.
Speaking about the brand’s international expansion, Brittany Metcalfe, Director of International Brand Marketing at parent company GoTo Foods, said music has always been intrinsic to the Moe’s brand and remains one of its strongest tools for bringing the concept to life in every market. “Music is one of the most important things not only to the brand, but to how we bring the brand to life in our stores,” Metcalfe said.
The strategy forms part of Moe’s Casa Mexicana, the international version of the U.S. based fast-casual restaurant chain. Rather than simply exporting its domestic format, GoTo Foods has developed a localized concept that combines Moe’s signature energy with menu, restaurant design and customer experiences tailored to individual markets.
Music is one of the key differentiators. Instead of using identical playlists worldwide, the company blends Latin and Mexican-inspired music with songs that resonate in local markets, creating a familiar yet culturally relevant dining atmosphere. The playlists are regularly updated based on guest preferences and local consumer insights, helping franchisees deliver a consistent brand experience while reflecting regional tastes. “We want to be upbeat. We want someone to come in and tap their foot to the music without even noticing it,” Metcalfe said, describing the role music plays in creating an inviting restaurant environment.
For franchisees, the initiative extends beyond ambience. GoTo Foods views music as part of its operating model, alongside restaurant design, menu execution and service standards, helping ensure that every Moe’s location delivers the same brand personality irrespective of geography. The approach also allows franchise partners to localize aspects of the customer experience without diluting the brand’s core identity.
Founded in 2000 in Atlanta, Georgia, Moe’s Southwest Grill has grown into one of the largest Mexican fast-casual franchise brands in the United States, operating more than 600 restaurants. The chain is part of the GoTo Foods portfolio, alongside brands including Auntie Anne’s, Cinnabon, Carvel, Jamba, McAlister’s Deli and Schlotzsky’s. The brand’s name itself is an acronym for “Musicians, Outlaws and Entertainers,” underscoring its long-standing connection with music.
International franchising has become an increasingly important growth avenue for GoTo Foods. Earlier this year, the company unveiled Moe’s Casa Mexicana as its dedicated international concept and announced plans to expand through master franchise partnerships. The first international Moe’s Casa Mexicana restaurant has since opened in India, with localized menu offerings and restaurant formats designed specifically for overseas consumers.
