Ad Campaign of the Week: Moe’s Southwest Grill Destroys a Microwave

Some quick service restaurants use microwaves and freezers. But Moe’s Southwest Grill wants you to know that it doesn’t. In a unique new ad, the company actually drops a microwave from a helicopter, and then blows up a freezer. This is all to show that the restaurant only uses fresh ingredients and methods in making their menu items. So how many consumers does this message resonate with? We asked 1,000 respondents about their quick service restaurant preferences and then tested the ad to see if it made any impact.

moe's southwest grill

Quick Service Restaurant

In Ask Your Target Market’s latest online survey, 5% of respondents said that they eat at quick service restaurants every day. 31% said they go to quick service restaurants a few times a week. 42% do so a few times a month. 11% go to quick service restaurants a few times every three months. 7% go less frequently than once every three months. And 5% said they aren’t quick service restaurant consumers at all.

Of those who have patronized quick service restaurants, 26% said that they have at least tried eating at Moe’s Southwest Grill. And 8% said that they do so regularly. Additionally, 68% of consumers said that they’ve seen commercials for quick service restaurants within the past week.

Moe’s Ad

Overall, 8% of respondents said that they would be certain or practically certain about choosing Moe’s the next time they eat at a quick service restaurant. And 11% said that it would be very probable. Of those who viewed the Moe’s ad, 9% said they would be certain or practically certain about choosing Moe’s the next time they patronize a quick service restaurant. And 15% said that it would be very probable.

Additionally, 62% of respondents described their diet as at least somewhat healthy. Of those healthy respondents, 11% said that they would be certain or practically certain about choosing Moe’s the next time they go to a quick service restaurant. And 15% said that it would be very probable.

Brand Attributes

Fresh, tasty, Southwest and delicious were some of the most common words used by respondents when describing Moe’s Southwest Grill. Those who viewed the Moe’s ad were even more likely to consider Moe’s food to be fresh. And some also described the restaurant as healthy.

Key Takeaways

Moe’s ad had a moderate impact on quick service consumers. It also made more consumers think of the restaurant and its food as fresh and healthy, which seems to have been one of the company’s main goals. However, the ad only made a slightly larger impact among those consumers who consider themselves to be healthy. So it’s not necessarily worth it for the company to put all of its efforts into targeting super healthy consumers. But it could be more worthwhile for them to go for those “somewhat healthy” eaters who still patronize quick service restaurants and just want some healthier options that are still convenient. In addition, since most consumers have never actually tried eating at Moe’s, making a commercial that shows off those attributes in a way that’s really unique and memorable could help the brand stick out in people’s minds so that they’ll actually give it a try.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Moe’s Southwest Grill by Mike Mozart under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on March 7 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.