o childish nicknames to try to differentiate themselves? It’s probably an executive’s poor excuse of a marketing concept designed to separate from the competition, but that’s not the type of separation that enables your concept to thrive long term. It will ultimately separate them all right—the competitionIt struck me the other day during lunch at a local Moe’s Southwestern Grill that a new phenomenon has swept the restaurant landscape in the form of poor attempts to differentiate from the competition—renaming accepted terms of business with cutesy nicknames. This is readily visible in the faster food sector, and it’s becoming more prevalent as companies struggle to connect with the consumer in manners which create loyalty and/or preference.

Take Moe’s as a prime example. Personally, I believe they have a very good product to offer, but they’ve gone and out “cuted” themselves with ridiculously silly nicknames for their fare which only serve to confuse and frustrate the customer. It’s easy to see them thinking behind the scenes, but it’s a risky attempt at product differentiation. They’re in fierce competition with franchises such as Qdoba, Baja Fresh, Chipotle, LaBamba, Taco Bell, and Tijuana Flats, (plus many others) but those competitors don’t require a translator to order a simple burrito or taco. Try popping into one of those places one day or night to order a “Joey” or an “Alfredo Garcia.” You’ll get looked at like you have three heads (with good reason).

What would possess a franchise to resort to childish nicknames to try to differentiate themselves? It’s probably an executive’s poor excuse of a marketing concept designed to separate from the competition, but that’s not the type of separation that enables your concept to thrive long term. It will ultimately separate them all right—the competition

, and it’s becoming more prevalent as companies struggle to connect with the consumer in manners which create loyalty and/or preference.

Take Moe’s as a prime example. Personally, I believe they have a very good product to offer, but they’ve gone and out “cuted” themselves with ridiculously silly nicknames for their fare which only serve to confuse and frustrate the customer. It’s easy to see them thinking behind the scenes, but it’s a risky attempt at product differentiation. They’re in fierce competition with franchises such as Qdoba, Baja Fresh, Chipotle, LaBamba, Taco Bell, and Tijuana Flats, (plus many others) but those competitors don’t require a translator to order a simple burrito or taco. Try popping into one of those places one day or night to order a “Joey” or an “Alfredo Garcia.” You’ll get looked at like you have three heads (with good reason).

What would possess a franchise to resort to childish nicknames to try to differentiate themselves? It’s probably an executive’s poor excuse of a marketing concept designed to separate from the competition, but that’s not the type of separation that enables your concept to thrive long term. It will ultimately separate them all right—the competition

ames for their fare which only serve to confuse and frustrate the customer. It’s easy to see them thinking behind the scenes, but it’s a risky attempt at product differentiation. They’re in fierce competition with franchises such as Qdoba, Baja Fresh, Chipotle, LaBamba, Taco Bell, and Tijuana Flats, (plus many others) but those competitors don’t require a translator to order a simple burrito or taco. Try popping into one of those places one day or night to order a “Joey” or an “Alfredo Garcia.” You’ll get looked at like you have three heads (with good reason).

What would possess a franchise to resort to childish nicknames to try to differentiate themselves? It’s probably an executive’s poor excuse of a marketing concept designed to separate from the competition, but that’s not the type of separation that enables your concept to thrive long term. It will ultimately separate them all right—the competition

many others) but those competitors don’t require a translator to order a simple burrito or taco. Try popping into one of those places one day or night to order a “Joey” or an “Alfredo Garcia.” You’ll get looked at like you have three heads (with good reason).

What would possess a franchise to resort to childish nicknames to try to differentiate themselves? It’s probably an executive’s poor excuse of a marketing concept designed to separate from the competition, but that’s not the type of separation that enables your concept to thrive long term. It will ultimately separate them all right—the competition

o childish nicknames to try to differentiate themselves? It’s probably an executive’s poor excuse of a marketing concept designed to separate from the competition, but that’s not the type of separation that enables your concept to thrive long term. It will ultimately separate them all right—the competition will eventually gain as the initial shtick gives way to annoyance and turns consumers off to the point they prefer the competition even with all other factors being relatively equal.

Sure, things look great for Moe’s presently, and the concept seems “fresh” today, but that can change on a dime without warning. Their current growth could be sapped with one false step because there is less room to wiggle when you’re attempting to retrain your customer base to conform to your concept. What happens if the consumer collectively says “I’m no longer in the mood for Moe?” Would being “cute” be overruled by a desire to becoming truly different (i.e. better)?

Don’t get me wrong, there are a lot of positives. Their restaurants are well laid out, the d?cor is modern, the lighting is appropriate, and the food is tasty not to mention reasonably priced. The physical atmosphere is hip and inviting. There are glaring negatives, too. The staff collectively insisting on yelling “Welcome to Moe’s!” at the top of their lungs as a new customer enters doesn’t make me want to setup shop for very long. I can’t wait to get out so I don’t have to hear that any more than I have to. I’d like a little peace and normalcy with my