Client

Moe’s Original BBQ

Services

Brand Strategy · Customer Insights · Digital Experience · SEO · Loyalty · Social Strategy · Photography · Franchise Resources · Packaging

A stronger brand. A smarter approach to growth.

Overview

Across 50 locations, Moe’s Original BBQ balances a recognizable identity with the character of its individual restaurants. Creative Trajectory partnered with the franchise team to strengthen that connection, bringing customer insights, digital experiences and local marketing into a shared approach.

The ambition was to make the brand easier to discover, easier to order from and more relevant to the people it serves. Behind that work was an equally important priority: give franchisees the direction, resources and understanding to market with greater confidence.

Turning customer behavior into creative direction.

Moe’s had valuable customer and sales information within Toast, its point-of-sale system. The opportunity was to bring that information into the marketing process.

Working with Toast analytics and a full year of sales data, we examined patterns in restaurant performance to understand where marketing could be most useful. Weekday revenue gaps and customer routines became starting points for campaign planning, giving creative decisions a foundation beyond seasonal assumptions and calendar events.

The question became more specific: which customer behavior did we want to influence, and when would that change matter most to the restaurant?

A man is standing outdoors near a barbecue grill, wearing a leopard print cap and a black shirt, with smoke rising around him.

  • We translated those insights into campaign themes, email timing and promotional messaging designed around customer habits.

    Weekday offers addressed identified revenue gaps. Communications were planned around relevance and routine. Campaign objectives connected marketing activity to sales performance, creating a clearer basis for evaluating the work.

    This approach gave each promotion a defined role in the business, helping teams move from reacting to the calendar toward planning with purpose.

  • We updated the website’s SEO and user flows to help customers find nearby locations, explore menus and reach the next step to order.

    We also worked on connections with Toast, DoorDash and Uber Eats, supporting the different ways customers choose to purchase. Together, these updates addressed the journey between discovering Moe’s and placing an order, helping local marketing lead somewhere useful.

  • We developed a campaign and visual identity for the rewards program, making it a more visible part of the Moe’s experience.

    A shared identity gave franchisees a consistent way to introduce the program and communicate its value. It connected individual transactions to a longer customer relationship, giving restaurants another way to encourage repeat visits and remain part of customers’ routines.

Social · Photography · Packaging
Graphic featuring illustrations of people at a barbecue with food trays, promoting Moe's Original Catering and offering easy BBQ catering service.

Consistency across 50 locations.

We established a social media structure and a defined visual direction for promotional content, giving franchisees a foundation they could adapt to their own communities.

The approach preserved space for local personality while strengthening recognition across the network. Shared assets and guidance reduced the need for each restaurant to solve the same marketing challenges independently.

Learning calls and classes helped franchisees understand both the resources and the strategy behind them, making the work more practical to adopt.

A more compelling presentation of the food.

We refreshed Moe’s food photography to create a consistent collection of imagery for use across the brand.

The photography gave locations a stronger foundation for promoting menus, offers and catering, supporting a recognizable presentation wherever customers encountered the food. A shared asset collection also made quality creative more accessible to individual operators.

Extending the experience beyond the restaurant.

We updated the catering logo and developed a promotional look and feel that brought catering into closer alignment with the wider brand.

Consistent catering and to-go packaging options carried that thinking into the customer’s hands. Developed around specific budgets, the options balanced presentation with the operating realities of individual restaurants, making brand consistency more achievable across locations.

Franchise Resources

Making knowledge part of the system.

We began developing a shared franchise wiki to improve access to ideas, guidance and marketing resources.

Alongside regular learning calls and classes, it established a foundation for better communication between the franchise team and operators. Insights and useful practices could be shared across the network, helping individual locations benefit from collective experience.

Creative decisions with a commercial purpose.

The work brought a more connected approach to Moe’s marketing: customer behavior informed campaigns, digital improvements supported ordering, and shared creative resources helped franchisees express the brand consistently.

Toast analytics provided a foundation for asking better questions and connecting marketing decisions to restaurant performance. Brand development gave those decisions a recognizable expression.

Together, they equipped Moe’s with a clearer way to plan, execute and evaluate its marketing across 50 locations.