Case Study: Moe’s Southwest Grill (Atlanta Franchisee Co-op) boosts local social engagement with Morrison

Moe’s Southwest Grill (Atlanta Franchisee Co-op) boosts engagement to 13.08% with Morrison

The customer, an Atlanta franchisee co-op of Moe’s Southwest Grill, faced the challenge of making its national brand feel genuinely local in a competitive market. Their social media engagement was low and audience growth had stalled, as the national marketing strategy did not resonate with the Atlanta community. The vendor, Morrison Agency, was engaged to provide a focused social media strategy and execution.

Morrison Agency implemented a comprehensive local social program for the co-op. The solution included monthly content planning, creative development, daily community management, and a key partnership with Atlanta United FC. This strategy made the brand feel like a local neighbor. The results were significant, with Morrison delivering an average engagement rate of 13.08% and monthly audience growth rates as high as 93%.

Moe’s Southwest Grill (Atlanta Franchisee Co-op)