The other day, over lunch at a local Moe’s Southwestern Grill restaurant, I realized that a new phenomenon has spread across the restaurant landscape in the form of poor attempts to differentiate itself from the competition by renaming terms Accepted commercials with cheesy nicknames. This is easily visible in the faster food industry and is becoming more prevalent as companies struggle to connect with the consumer in ways that create loyalty and / or preference.

Let’s take Moe’s as an excellent example. Personally, I think they have a very good product to offer, but they have gone out and “cut” themselves with ridiculously silly nicknames for their fare that only serve to confuse and frustrate the customer. It’s easy to see them thinking behind the scenes, but it’s a risky attempt to differentiate the product. They’re in fierce competition with franchises like Qdoba, Baja Fresh, Chipotle, LaBamba, Taco Bell, and Tijuana Flats, (plus many others), but those competitors don’t require a translator to order a plain burrito or taco. Try going to one of those places one day or one night to order a “Joey” or an “Alfredo Garcia.” They will look at you like you have three heads (with good reason).

What would a franchise possess to resort to childish nicknames to try to differentiate itself? It’s probably an executive’s poor excuse for a marketing concept designed to separate itself from the competition, but that’s not the kind of separation that allows your concept to thrive in the long run. Ultimately, it will separate them well – the competition will ultimately win as the initial gimmick gives way to annoyance and discourages consumers to the point that they prefer the competition, even with all other factors relatively equal.

Sure, things are looking great for Moe’s today, and the concept seems “fresh” today, but that can change in the blink of an eye without warning. Your current growth could be undermined with one misstep because there is less room to move when you try to retrain your customer base to fit your concept. What if the consumer collectively says “I’m not in the mood for Moe anymore”? Would being “cute” be overridden by the desire to really become different (ie better)?

Don’t get me wrong, there are a lot of positives. Its restaurants are well laid out, the decor is modern, the lighting is adequate, and the food is tasty, not to mention the reasonable price. The physical environment is modern and welcoming. There are also obvious negatives. The staff collectively insisted on yelling “Welcome to Moe’s!” at the top of my lungs when a new customer comes in it doesn’t make me want to set up a store for long. I can’t wait to get out, so I don’t have to listen to that any more than necessary. I would like some peace and normality with my food Moe, thank you.

To top off the frustrating concept, Moe’s obviously insists on cramming the consumer’s throat with the staff correcting the customer when ordering the desired ingredients instead of their nickname. You’re not training me, Moe, you’re supposed to provide some quality, fast food for which I’m going to call your registry; don’t correct me, just make the food, take the money and let me eat. peace!

Moe’s is not alone in this feeble attempt at differentiation, and they won’t be the last, but the lesson to be learned is to keep customer service just that: customer service. The customer is paying, so don’t think you are going to empower the customer as long as the equation is structured that way. If you start paying people to come into your franchise or business, it is your right to try to train them to do business your way. Stick with doing business as the industry dictates until you develop a better way of doing things. Then, and only then, will you have a true differentiator. Simply changing the name of a common element or process does not make it different, it makes it the opposite. Do not confuse the two.

Leave a comment

Your email address will not be published. Required fields are marked *