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Moe’s new marketing VP details approach


Dominic Losacco

Dominic Losacco

It’s too soon for Moe’s Southwest Grill’s new vice president of global marketing to say what exactly is in store for the Tex-Mex chain on the international stage. Dominic Losacco is busy “getting immersed in the brand,” he says, as well as examining Moe’s advertising strategies.

Losacco wants to strike a balance between Moe’s presence on social media and the older venue of television. Although Moe’s social media footprint was a large part of what drew Losacco to the brand in the first place, he believes that it’s a mistake for any brand to place all of their advertising eggs in one online basket.

“There’s been a lot of talk in marketing arenas about the decline of TV viewership,” says Losacco, “and how do you develop a broad reaching strategy while keeping the brand in mind.”

The solution, according to Losacco, is to balance a social media presence with one on TV, rather than let it dominate or replace more traditional advertising. “The challenge is that (the market) is ultra-competitive. The consumer has so many more choices,” he says. “You have to be smart about how you attract them.”

What helps to stand out in the ultra-competitive crowd, says Losacco, is a well-defined brand identity. After working for years at repositioning and remodeling other restaurant brands, Losacco is excited to work at a place like Moe’s where “they know exactly who they are.” Moe’s emphasis on fresh, authentic ingredients and its youthful online presence add to what Losacco calls “the strength and power of the brand.”

In a marketing campaign, that brand identity “acts as a filter for all the things you do, and more importantly it filters what you don’t do.”

—Alexandra Norvet

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