Moe’s Southwest Grill Launches Foodscapes with Augmented Reality Aspect

Screenshot from Moe's farming commercial featuring Carl Warner design | Moe’s Southwest Grill

Screenshot from Moe's farming commercial featuring Carl Warner design | Moe’s Southwest Grill

The “fresh mex” fast casual Moe’s Southwest Grill is giving their customers a new way to interact with their food. The brand has unveiled new restaurant artwork featuring foodscapes of Moe’s ingredients by the artist Carl Warner.

You may have seen these images before. The landscapes made up of Moe’s food have been featured in commercials within the last two years, but the pieces of art will be displayed in more than 650 store locations by the end of the year.

The name Moe stands for Musicians, Outlaws and Entertainers and the restaurant is paying homage to that with a new augmented reality (AR) aspect called “Foodstock.”

This salute to Woodstock, the legendary music festival will be incorporated into the art pieces. Through the Moe’s new Rockin’ Rewards loyalty app, guests will be able to interact with the art and bring the food to life through their smart phones.

AR technology adds computer-generated images and sounds to enhance our real world surroundings.

For example, guests will be able to use the AR feature to see bees buzz and play the onion drums to make melodies with Moe's 17 quintillion high-quality food combinations.

"We don't take ourselves too seriously, but we are serious about serving food you can feel great about eating," said Moe's Southwest Grill President Bruce Schroder in a press release.  "For this reason, creating a way for our guests to continue to have fun, make music and engage with our food through the artwork, while emphasizing our 20 fresh ingredients and endless combinations was a natural fit for our brand."

A few years ago, the brand released the foodscapes by Carl Warner and have decided to incorporate them into the store’s decor.

“Warner has been the creative mastermind behind the foodscapes ad campaign seen nationwide over the past two years, the first of which highlighted Moe's legendary Homewrecker burrito, with a "wrecking ball" avocado swinging through a house made of all-natural chicken,” according to a press release.

Promoting the Brand’s Loyalty Program

The brand just released its rewards app in July and it is using the consumer’s heightened interest in AR to encourage even more downloads.

The restaurant welcomed users who downloaded the Moe’s Rockin’ Rewards app with a free burrito. The themed of the app is music related with level names like Karaoke Sensation and Rock Idol. For every $1 a user spends, they get 10 points and 1,000 points can be redeemed for $10 credit.

The app can also be used to order online, see nutritional info, find the closest store and soon to rock out with food instruments.

What do you think of how this brand is incorporating AR? Do you see other brands jumping on the AR bandwagon too?