My friends, Todd & Chip,
We’ve known each other a long time. I still remember making those early introductions when you first opened and watching you build something strong through relationships, hustle, and doing things the right way.
That’s why this matters.
The Suffolk store doesn’t need random marketing ideas or creative opinions. It needs focus and a disciplined plan. Using our Brandiscover™ framework, this proposal is built on identifying the right customer, the real problem they need solved, and the specific messaging and channels that will drive measurable traffic and catering growth.
This isn’t about preference. It’s about positioning, data, and execution that works.
Brandiscover™ is The Addison Group’s 10-step proprietary strategic framework, built from nearly three decades of research, hands-on execution, hard lessons, missed shots, pivots, and proven wins. It was developed in the real world, not a classroom.
After working with hundreds of businesses across Hampton Roads and beyond, we refined a system that removes opinion from marketing and replaces it with clarity. Brandiscover™ identifies the right customer, defines the real problem they are trying to solve, sharpens the message that moves them to act, and aligns strategy with measurable growth. It is disciplined, tested, and built to drive results, not just attention.
Let’s roll!
WHO Is Moe’s Real Customer in Suffolk?
The real customer is NOT “everyone who likes burritos.” Suffolk is different than Virginia Beach and other Hampton Roads cities. Suffolk is":
Families
Youth sports parents
Church groups
Small business owners
City employees
Lakeland, Nansemond River & King’s Fork school communities
Hospital staff='
Contractors grabbing quick lunch
Rotary / Kiwanis / 757 Network organizations
Military families in Downtown Suffolk
The pivot question:
Who eats out 2–3 times per week in Suffolk and values convenience + familiarity + value?
Answer: Busy families and organized groups. That’s who visits regularly.
What Problem Is Moe’s Solving?
Moe’s is not selling burritos. They’re solving:
“I don’t want to cook tonight.”
“We need to feed 14 baseball players.”
“I have 30 minutes between practices.”
“We need an easy youth group dinner.”
“Office lunch that won’t offend anyone.”
Right now, Moe’s messaging is generic. Suffolk doesn’t respond to generic. Suffolk responds to: “We’re part of this town.”
The Pivot Strategy
1️⃣ Shift From “Fast Casual” → “Suffolk’s Easiest Family Dinner”
Position it like this: “When life is full… Moe’s makes dinner easy.” This reframes them as a weekly solution, not a random craving.
2️⃣ Own Youth Sports & Schools
This is where recurring traffic lives. Here’s a few ideas (you may/may not already be using):
Team Night Fundraisers (15–20% back)
“Player of the Week” featured on social… Create an honoree photo wall changing out photos regularly
Free queso for teams wearing jerseys (hang some in the restaurant!)
Catering partnerships for tournaments
Coach loyalty program
Make Moe’s “The Official Burrito of Suffolk Sports”. If Moe’s dominates youth sports, you’ll win recurring business.
3️⃣ Church & Nonprofit Night Strategy
Suffolk is faith-driven and civic-minded. Here’s Moe’s new pitch:
“Bring your church bulletin. Get free queso.”
“Rotary Tuesday.”
“Bubby’s Place Night.”
They don’t need more impressions. They need more reasons to walk in.
4️⃣ Corporate Lunch Club
Moe’s can specifically target places like:
City Hall
Sentara Obici
Law firms
Contractors
Real estate teams
TowneBank
Manufacturing plants
Offer a pre-set $10 “Suffolk Lunch Box” bundles for office orders. Simple ordering. Fast pickup. Make it frictionless.
Messaging Pivot
Current brand voice = National
New local voice = Community-first
Instead of “Welcome to Moe’s!”, try something like “Welcome home, Suffolk.”
Instead of “Fresh Tex-Mex.”, try something like “Dinner handled.”
Instead of “Catering available.”, try something like “Feeding 10? 20? 50? We’ve got it.”
The Brandiscover™ Elements
Target Audience = Busy Suffolk families + organized groups + youth sports + local offices.
Brand Personality = Fun. Easy. Community teammate. Reliable. Not flashy.
Slam Dunk Message = “When Suffolk needs an easy win for dinner, Moe’s delivers.”
Clutter Buster = Not another chain… the go-to gathering spot.
Transformation: From random restaurant choice to weekly family solution.
Tactical Action Plan
(90 Days)
Month 1: Visibility
Launch 3 school/team fundraisers
Partner with a community organization
Sponsor at least 1 youth tournament
Social ads geo-targeted to Suffolk only
Month 2: Engagement
“Suffolk Family Night” every Tuesday (or lowest impact weekday)
Staff highlight videos
Introduce Kids Eat Discount night
Chamber or other Community Organization event hosted at Moe’s
Month 3: Recurring Revenue
Corporate lunch subscription
VIP Club… to be named at the start of this campaign to gather a strong email database
Catering push
BONUS: Wild Card Idea
“Queso for a Cause”
Once a month, pick one Suffolk-specific foundation. A portion of sales goes to them. Feature them in-store + on social.
You immediately activate their donor base, and you become the LOCAL restaurant that gives back.
That’s sticky.
“Moe’s doesn’t have a marketing problem. There is only a local identity gap. If the community does not feel ownership… They don’t show loyalty. Suffolk supports what supports Suffolk.”