What does Moes Southwest Grill use to identify businesses operating under the System?

According to the 2025 Moe's Southwest Grill Franchise Disclosure Document, the company identifies businesses operating under its System by using certain names and marks. These include the primary mark, along with other trade names, service marks, trademarks, logos, insignias, slogans, emblems, symbols, and designs that Moe's Southwest Grill has designated or may designate in the future for use with the System. These names and marks are collectively referred to as the "Marks."

For a prospective franchisee, this means that the visual identity and branding of their Moe's Southwest Grill restaurant are closely controlled by the franchisor. The franchisee is granted a license to use these Marks as part of their franchise agreement, but this license is subject to specific terms and conditions. Unauthorized use of the Marks could be a breach of the agreement.

Moes Southwest Grill retains the right to modify these Marks over time, including adding new trade names, service marks, and trademarks. These additions will also fall under the umbrella term "Marks," meaning franchisees must adapt to any branding changes implemented by the company. This ensures brand consistency across all Moe's Southwest Grill locations but also requires franchisees to stay updated with and adhere to any modifications made to the brand's identifying characteristics.