WELCOME TO MOE S! FRANCHISE KIT WE ARE EXCITED ABOUT YOUR INTEREST IN JOINING OUR FRANCHISEE FAMILY!

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2 WE ARE EXCITED ABOUT YOUR INTEREST IN JOINING OUR FRANCHISEE FAMILY! We hope that this Franchise Kit will provide you with an overview of the information you will need to research becoming a part of the Moe s team. Moe s Southwest Grill is a fun and engaging fast-casual restaurant franchise serving a wide variety of fresh, made-to-order southwest fare. From the first Welcome to Moe s to the last bite of a Homewrecker burrito, the Moe s experience is unrivaled. We hate to brag, so instead we ll let these stats do it for us: Moe s was ranked #1 Mexican chain in the 2013 Technomic Consumer Brand Metrics report, #1 Mexican quick-service restaurant by Entrepreneur Magazine in 2013 and named one of the QSR Best Franchise Deals in MOE S THRIVES IN ONE OF THE FASTEST GROWING SEGMENTS, FAST-CASUAL MEXICAN, BY SERVING INSANELY GREAT FOOD WITH FRESH INGREDIENTS IN A DISTINCT, FAMILY-FRIENDLY ATMOSPHERE. Moe s provides a variety of unique menu offerings, an operations team that is dedicated to franchisee profitability, and innovative and effective marketing support. We operate with integrity, and it shows through the trust and enthusiasm of our franchisees. We select only the best franchisees and the best locations. When you join the Moe s family, our high-performance team of experts will be ready to help guide you through the franchise process and help you exceed your business goals. We look forward to hearing from you! Thank you for your interest! Sincerely, Steven Corp Vice President of Franchise Sales WELCOME TO MOE S!

3 HOME OF THE POPULAR WELCOME TO MOE S! The first Moe s Southwest Grill restaurant opened in Atlanta, GA on December 1, 2000, offering burritos, tacos, quesadillas, nachos, salads and fajitas. Today guests can choose from over 20 fresh ingredients, including handmade pico de gallo and guacamole. To demonstrate our commitment to freshness, Moe s has never used freezers, microwaves, animal fat, lard or MSG. Over the years, Moe s has added ground beef, pulled pork, bacon, the chicken club quesadilla, junior burritos, Stacks and burrito bowls to the menu and has featured popular limitedtime offers like the Steak Philly Burrito and Buffalo Chicken Burrito. Today, Moe s menu proudly features kids, vegetarian and low-calorie options, and as always, every meal is served with free chips and salsa. Moe s is on a mission to bring only the highest-quality ingredients to every guest, everywhere, every day, including all-natural chicken, organic tofu, 100% grassfed sirloin steak and grain-fed pulled pork. Food quality, safety and customer service are no joke, but aside from that, Moe s tries not to take itself too seriously. For example, the folks at Moe s gave each menu item a unique name like The Funk Meister taco, Homewrecker burrito, and the Billy Barou nachos, to name a few. And the music at Moe s is also a good conversation starter. If you listen closely to the tunes playing at any Moe s Southwest Grill restaurant, you ll notice all of the songs are performed by dead musicians. Songs from Barry White, Johnny Cash and most recently, Michael Jackson, have been added to the original playlist to honor the sweet sounds of the artists who left us too soon. In August 2007, Moe s Southwest Grill joined Atlantabased FOCUS Brands, the franchisor of Carvel Ice Cream, Cinnabon, Schlotzsky s Deli, Auntie Anne s Pretzels, McAlister s Deli and Seattle s Best Coffee on military bases and in certain international markets. Moe s currently serves the most awesome Southwest fare at more than 550 locations in the United States and abroad. #1 Mexican chain in the 2013 Technomic Consumer Brand Metrics report #1 Mexican quick-service restaurant by Entrepreneur Magazine in 2013 One of the QSR Best Franchise Deals in 2014 FastCasual.com Top 100 Movers and Shakers in 2014 Franchise Times Fast and Serious Smartest Growing Brands in 2014 MOE S OVERVIEW

4 STEP 1: COMPLETE THE MOE S REQUEST FOR CONSIDERATION FORM You have already completed step one! We will be contacting you shortly at the phone number or you provide. STEP 2: HAVE AN INTRODUCTORY CALL WITH A MOE S PREQUALIFICATION MANAGER At this time, you ll officially be introduced to Moe s. We ll talk to you about the general qualification requirements, both financial and operational, and your territory of interest. STEP 3: HAVE AN INTRODUCTORY CALL WITH A MOE S SALES DIRECTOR Now, you re ready to have a detailed discussion about Moe s with one of our sales directors. We ll talk to you about specific qualification requirements as well as the overview of the process to own a Moe s restaurant. STEP 4: RECEIVE A FRANCHISE DISCLOSURE DOCUMENT (FDD) AND APPLICATION If you are interested in moving forward, we will provide you with our Franchise Disclosure Document (FDD), which explains the Moe s restaurant franchise system in detail and includes a copy of our template franchise agreement as well as the franchise application. You will thoroughly review the FDD with our sales director. STEP 5: SUBMIT APPLICATION FOR APPROVAL AND COMPLETE DUE DILIGENCE When your application has been submitted and is being processed for review by the approval committee, you will complete your research on the Moe s Southwest Grill restaurant franchise. This includes discussions with current franchisees and members of the Moe s Executive Team, generating restaurant proformas and beginning to create your business plan. Once you have been approved, your franchise agreements will be sent to you. STEP 6: SIGN AGREEMENTS AND WELCOME TO MOE S! Once you have signed your agreements, they are received and countersigned in Atlanta, and all fees are paid, you are officially a Moe s Franchisee. WELCOME TO MOE S! THE MOE S PROCESS

5 MOE S IS SEEKING QUALIFIED CANDIDATES WITH RESTAURANT AND BUSINESS EXPERIENCE TO CONTINUE OUR FRANCHISE EXPANSION. INVESTMENT The initial franchise fee to open one Moe s franchise is $30,000. Eligible candidates should have the ability to open a minimum of three restaurant locations and possess a minimum net worth of $1.5 million and liquid assets of at least $500,000. The total initial investment as stated in Item 7 of the 2014 Moe s Southwest Grill FDD is: $368,930 - $915,700 FAQS FRANCHISE KIT DO I NEED PREVIOUS RESTAURANT OR FRANCHISING EXPERIENCE TO BECOME A MOE S FRANCHISEE? Yes both are preferred and extensive restaurant experience is required. Previous multi-unit operations experience is ideal for candidates pursuing a Moe s franchise opportunity. NOTE: This does not replace our certification training program. IS MOE S OFFERING SINGLE AND MULTI-UNIT RESTAURANT FRANCHISE OPPORTUNITIES? We are currently seeking qualified candidates to open multi-unit franchises only. WHAT ARE THE INITIAL FRANCHISE FEE AND ROYALTY FEES? Initial franchise fee $30,000 Royalty fee five percent (5%) net sales Marketing fee four percent (4%); national and local marketing (combined) WHAT TYPE OF TRAINING AND SUPPORT WILL I RECEIVE AS A NEW MOE S FRANCHISEE? As a Moe s franchisee, you will receive the following training and support: MIT training program (three week classroom and in-restaurant) Grand Opening support On-going Training (daily chat, hourly employee training tools, promotion training guides) Regular visits from a franchise business consultant THE INVESTEMENT & FAQs

6 FAQS CONTINUED DOES MOE S OFFER FINANCING? No, we don t provide financing but we do have a relationship with a third party that will assist you in obtaining financing. HOW SOON CAN I EXPECT MY MOE S FRANCHISE TO OPEN? Your first restaurant will generally open within 12 months of signing your restaurant franchise agreements. That said, if you have real estate already identified, that timeline is greatly reduced. WHERE ARE MOE S RESTAURANTS GENERALLY LOCATED? - Center criteria: Strong anchored centers or high visibility convenience centers that offer strong retail synergy - Demographics (2 mile radius): 30,000 minimum population; $50,000+ median income; 15,000 workplace population; median age 40 and below; household size of Size requirements: 2,200-2,800 square feet; end-cap with 40 ft. frontage; outdoor patio seating in appropriate markets; freestanding conversions considered - Activity: Strong activity such as schools, theatres, parks, childcare, hospitals, and sports facilities - Location: High visibility to street and center traffic; at least 30 parking stalls near space; at least four points of access to center; ability to maximize Moe s Mexican restaurant franchise signage. WILL I HAVE A PROTECTED TERRITORY? A protected territory is given to most traditional Moe s location. WILL I RECEIVE GUIDANCE ON PURCHASING EQUIPMENT AND SUPPLIES? Yes. Moe s has a preferred vendor program that covers all aspects of opening your restaurant. WILL I RECEIVE ASSISTANCE IN PLANNING A MOE S GRAND OPENING? Yes. Every opening of a Moe s restaurant receives training, operations, marketing, PR and POS support. FAQs

7 WE KNOW THE MOE S EXPERIENCE IS UNMATCHED BECAUSE OF THESE UNIQUE DIFFERENTIATORS: Excellent service that begins with our signature Welcome to Moe s Greeting Free Chips and Salsa that come with every meal A cool, family-friendly atmosphere with tunes from dead musicians, crazy menu names and just a little bit of attitude A fully customizable menu and food that is prepared just the way customers want it - right before their eyes A commitment to delicious simplicity meaning high-quality ingredients at every turn Moe s famous Queso the cravable melted white cheese dip that is perfect for dipping WHY MOE S? Ranked the #1 Mexican, quick-service restaurant by Entrepreneur Magazine in 2013 A deep and growing segment - Mexican Fast Casual Unique, differentiated brand Efficient design to maximize return on investment Dedicated, passionate franchise support team Customizable for nontraditional development The ability to co-brand with our sister companies THANKS AGAIN FOR EXPRESSING INTEREST IN JOINING THE MOE S FAMILY. OUR SALES TEAM WILL BE IN TOUCH SHORTLY, BUT IF YOU RE ANXIOUS TO GET STARTED, CALL OR SHERI FERRAVANTE: SFERRAVANTE@MOES.COM THE MOE S DIFFERENCE FRANCHISE KIT

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