Moe’s Goes With Blue Sky

ATLANTA Moe’s Southwest Grill has selected Blue Sky to provide the restaurant franchise chain with advertising and franchisee marketing, the company said.

The independent Atlanta shop said it was selected following a review that included four undisclosed agencies. There was no incumbent.

The Atlanta-based chain has 168 franchises of the Southwest-themed restaurant in 20 states. Moe’s is owned by Raving Brands of Atlanta, which also owns the Mama Fu’s Noodle House and Planet Smoothie chains.

Blue Sky will develop a marketing plan centering on the atmosphere of Moe’s, which includes menu items named for television shows and posters of dead singers on the walls. The staff greets each customer with a loud ‘Welcome to Moe’s.”

“Our plan is to leverage that brand awareness and catapult it on a national scale within the context of its irreverent personality,” said Rob Farinella, Blue Sky’s president.

Annual billings were not disclosed.