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I ate at Moe's and saw why its sales exploded during the pandemic

I ate at Moe's and saw why its sales exploded during the pandemic
Retail1 min read
Mary Meisenzahl/Insider
  • Moe's is a fast-casual Mexican-inspired chain with about 700 locations across the US.
  • The chain works similarly to Chipotle, but I had never tried it.

I'm a big fan burritos and burrito bowls, so I decided to try Moe's after it's success during the last two years.

I
Mary Meisenzahl/Insider

Moe's operates on the same basic premise as Chipotle, a fast-casual Mexican restaurant where you can choose fillings to make up a burrito, bowl, or salad.

Moe
Mary Meisenzahl/Insider

There are over 700 Moe's locations across the US, compared to Chipotle's nearly 3,000.

There are over 700 Moe
Mary Meisenzahl/Insider

Both chains have dabbled in alternative ordering systems for food, including drive-thrus. Moe's opened its first digital-only store in 2020.

Both chains have dabbled in alternative ordering systems for food, including drive-thrus. Moe
Mary Meisenzahl/Insider

Source: Insider

Both chains appeal to customers who value customization and "create-your-own" restaurant concepts, which tend to be younger consumers.

Both chains appeal to customers who value customization and "create-your-own" restaurant concepts, which tend to be younger consumers.
Mary Meisenzahl/Insider

Source: QSR

Moe's is a privately held company under parent Focus Brands, so it doesn't share sales figures, but the chain did disclose that it saw huge gains from the pandemic, with sales growing double digits. Chipotle also saw double-digit gains during the same period, reporting more than 15% in same-store sales growth in its latest quarterly earnings.

Moe
Mary Meisenzahl/Insider

Source: Forbes

There were a few customers when I went around lunchtime, but nothing like the long lines I was used to at Chipotle.

There were a few customers when I went around lunchtime, but nothing like the long lines I was used to at Chipotle.
Mary Meisenzahl/Insider

I had already ordered ahead on Moe's app, which has a wide selection of burritos, tacos, quesadillas, and other ways to combine proteins, rice, and beans into something good.

I had already ordered ahead on Moe
Moe's

I went with nachos for something a bit different, essentially all the same ingredients I would usually get in a burrito bowl, but served over chips instead.

I went with nachos for something a bit different, essentially all the same ingredients I would usually get in a burrito bowl, but served over chips instead.
Moe's

Moe's has slightly different options than Chipotle. For example, there are two kinds of chicken and tofu, while Chipotle has plant-based meat and barbacoa.

Moe
Moe's

Moe's also includes a free side of chips and salsa with every entree, which I appreciated.

Moe
Moe's

When I got to the restaurant, I checked the pickup counter for my order.

When I got to the restaurant, I checked the pickup counter for my order.
Mary Meisenzahl/Insider

My food wasn't ready yet, so I looked around instead.

My food wasn
Mary Meisenzahl/Insider

There was a typical self-serve drink station alongside napkins and utensils like you might find at any fast-food restaurant.

There was a typical self-serve drink station alongside napkins and utensils like you might find at any fast-food restaurant.
Mary Meisenzahl/Insider

There was also a self-serve salsa station with five different varieties and little containers to spoon them into.

There was also a self-serve salsa station with five different varieties and little containers to spoon them into.
Mary Meisenzahl/Insider

Usually, when I hear about Moe's, it's all about their queso. But in stores, the free salsa is a bigger deal, and signs all over the dining room promote it.

Usually, when I hear about Moe
Mary Meisenzahl/Insider

Each serving dish had a small sticker description. I went with two different red salsas and wrapped them up to eat with my food later.

Each serving dish had a small sticker description. I went with two different red salsas and wrapped them up to eat with my food later.
Mary Meisenzahl/Insider

I can see why the salsa would be appealing for takeout customers, with several varieties to choose from and the option to serve yourself.

I can see why the salsa would be appealing for takeout customers, with several varieties to choose from and the option to serve yourself.
Mary Meisenzahl/Insider

The counter where servers make the orders looked very similar to Chipotle, with containers of all the options behind glass where customers could see their choices.

The counter where servers make the orders looked very similar to Chipotle, with containers of all the options behind glass where customers could see their choices.
Mary Meisenzahl/Insider

Like just about every other business in New York, signs told customers to mask up.

Like just about every other business in New York, signs told customers to mask up.
Mary Meisenzahl/Insider

Peaking behind the counter, I could see the grills, which again looked just like what you'd see at Chipotle.

Peaking behind the counter, I could see the grills, which again looked just like what you
Mary Meisenzahl/Insider

Then my food was ready and bagged up, so I took it home.

Then my food was ready and bagged up, so I took it home.
Mary Meisenzahl/Insider

My nachos came in a giant plastic container.

My nachos came in a giant plastic container.
Mary Meisenzahl/Insider

Moe's definitely didn't skimp on ingredients —layers of chips, sour cream, and cheese were piled high.

Moe
Mary Meisenzahl/Insider

My sister's salad came in the same giant plastic container.

My sister
Mary Meisenzahl/Insider

It was also a huge portion, with tons of cilantro on top.

It was also a huge portion, with tons of cilantro on top.
Mary Meisenzahl/Insider

Neither dish looked especially photogenic, but nachos rarely are.

Neither dish looked especially photogenic, but nachos rarely are.
Mary Meisenzahl/Insider

Despite all the toppings, the chips weren't soggy and stayed solid enough to hold up the rest of the nachos.

Despite all the toppings, the chips weren
Mary Meisenzahl/Insider

Overall the nachos were good, although I was surprised to see that I'd been charged extra for sour cream.

Overall the nachos were good, although I was surprised to see that I
Mary Meisenzahl/Insider

It was good, but I felt like I'd barely made a dent when I had to tap out and give the rest to my fiance.

It was good, but I felt like I
Mary Meisenzahl/Insider

He approved and said they were very good.

He approved and said they were very good.
Mary Meisenzahl/Insider

I appreciate the huge serving size, but I probably wouldn't order the nachos again unless I know I'd be sharing with someone, because I don't think they would reheat well.

I appreciate the huge serving size, but I probably wouldn
Mary Meisenzahl/Insider

The salad, which was packed full of vegetables, was an excellent choice according to my sister.

The salad, which was packed full of vegetables, was an excellent choice according to my sister.
Mary Meisenzahl/Insider

We also tried the salsas.

We also tried the salsas.
Mary Meisenzahl/Insider

The chips were perfect, and still warm.

The chips were perfect, and still warm.
Mary Meisenzahl/Insider

The salsa itself, however, had a strange taste and almost reminded me of marinara sauce.

The salsa itself, however, had a strange taste and almost reminded me of marinara sauce.
Mary Meisenzahl/Insider

I wished there had been some kind of pico de gallo salsa option. The choices I tried were lacking, but there were three others so maybe those were better.

I wished there had been some kind of pico de gallo salsa option. The choices I tried were lacking, but there were three others so maybe those were better.
Mary Meisenzahl/Insider

The two entrees, along with two servings of chips and salsa, came out to just under $30.

The two entrees, along with two servings of chips and salsa, came out to just under $30.
Mary Meisenzahl/Insider

The price was comparable to Chipotle in my area, though each chain considers different things extra charges, for example, queso is extra at Chipotle while sour cream is extra at Moe's.

The price was comparable to Chipotle in my area, though each chain considers different things extra charges, for example, queso is extra at Chipotle while sour cream is extra at Moe
Mary Meisenzahl/Insider

I didn't dislike Moe's, but it felt more like fast food than Chipotle does. Especially with menu options like the tortilla stack and tacos, I think it falls somewhere between Taco Bell and Chipotle on the quick-service Mexican spectrum.

I didn
Mary Meisenzahl/Insider

Portions were definitely bigger than at Chipotle, which I think may contribute to the chain's popularity with to-go customers. Each entree can easily be split into two or more meals.

Portions were definitely bigger than at Chipotle, which I think may contribute to the chain
Mary Meisenzahl/Insider

Do you have a story to share about a retail or restaurant chain? Email this reporter at mmeisenzahl@businessinsider.com.

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