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Step into Moe’s Southwest Grill and the first thing you’ll hear is the signature shout: “Welcome to Moe’s!” As part of the GoTo Foods platform company, Moe’s taps into enterprise resources in technology, culinary innovation and guest insights that help the brand translate flavorful energy into long-term loyalty. But what really keeps guests coming back isn’t just the burritos, bowls and queso, it’s the energy, the personality and the way the brand makes loyalty feel fresh and fun. 

In this edition of Leaders in Customer Loyalty: Brand Stories, we sat down with Mike Smith, Chief Brand Officer at Moe’s Southwest Grill, to talk about how the brand is blending bold flavors with bold ideas. With more than 7 million members in Moe’s Rewards, Smith shares how the team is reimagining loyalty with flexibility, personalization, and plenty of brand personality.