Will Moe's "Know" Ground Beef?

Moe's Southwest Grill Brings Ground Beef Into Seven Test Markets to Determine Menu- and Customer-Broadening Viability

ATLANTA (Monday, October 03, 2005) - Leading multi-concept franchisor Raving Brands today announced that it is introducing ground beef to the menus of 22 Moe's Southwest Grill locations spanning six states. From Oct. 1 – Nov. 30, 2005 , the select test stores will offer ground beef as an option for customers ordering any entrée on Moe's menu line-up, which includes signature burritos, tacos, quesadillas, nachos and other menu items.

The ground-beef offering, produced by Tyson Foods, a recognized market leader in protein-based foods, features a flavorful combination of fresh peppers and onions along with Moe's Secret Seasoning. The delicious result delivers large beef crumbles infused with savory, Southwest flavor – just like Moe's mom used to make.

"We strongly believe that adding ground beef to Moe's menu line-up will provide the brand with many effective ways to stay competitive in the marketplace,"explains Brian Curin , vice president of marketing for Raving Brands. " In addition to its ability to create new items for existing Moe's fans, we are confident this menu addition will single-handedly help create an entirely new customer base across all of our stores. It's a strategy we envision will not just simply sustain Moe's leadership positioning within the industry but also greatly enhance it."

Raving Brands is providing marketing and promotional support to the 22 test-store p articipants located in the following markets: Birmingham , Ala. ; Atlanta , Ga. ; Jacksonville , Fla. ; Ann Arbor , Mich. ; Southgate , Mich. ; Louisville , Ky. ; and Raleigh , N.C. Successful adoption into test stores will allow Raving Brands to eventually make ground beef a permanent part of the regular menu among all 250 operating Moe's Southwest Grill locations nationwide.

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