Who has sole control over the placement of advertising for Moes Southwest Grill?

According to Moe's Southwest Grill's 2025 Franchise Disclosure Document, Moe's Southwest Grill or an affiliate administers the Ad Fund and has sole authority to direct all advertising programs and promotions. This includes complete control over the creative concepts, materials, media used, and the placement and allocation of advertising. Moe's Southwest Grill retains the right to use any media, create any programs, and allocate advertising and promotional expenditures to any regions or locales they deem appropriate.

This means that while franchisees are required to contribute to the Ad Fund, Moe's Southwest Grill ultimately decides how those funds are spent and where advertising is placed. Franchisees have limited input on these decisions, as Moe's Southwest Grill aims to maximize general public recognition and patronage of the system as a whole.

While franchisees are obligated to participate in promotional campaigns, Moe's Southwest Grill maintains control over digital marketing efforts, including websites, social media, and online advertising. Franchisees must adhere to Moe's Southwest Grill's standards and obtain approval for any local advertising content they wish to use, ensuring brand consistency and compliance with company policies. Franchisees are also required to spend a percentage of net sales on local marketing, but Moe's Southwest Grill can mandate that these funds be directed to the Ad Fund or spent on advertising campaigns at their discretion.