Moe’s jumps on snacking trend to drive late-night traffic

Moe's Southwest Grillhas introduced the Burrito Dipper, its first snack-sized menu item, as part of a broader push into late-night service.

Launched April 21, the offering is central to the Atlanta-based chain's extended-hours strategy, which targets post-dinner-through 10 p.m. demand.

The company, a subsidiary brand that is owned and operated by GoTo Foods, also in Atlanta, said beta testing revealed unmet demand during late-night hours, along with increased ordering and delivery activity and stronger post-dinner sales.

In response, Moe's is rolling out a systemwide approach designed to capture late-day traffic while maintaining operational efficiency. Elements include extending hours to 10 p.m., emphasizing delivery through owned and third-party channels, and adding lower-priced, snackable items to the menu.

The Grilled Burrito Dipper is a customizable, handheld item priced at $3.99 for one or $6.99 for two. Customers can choose a protein, Oaxaca cheese and queso, along with dipping sauces such as Chipotle Ranch, Moe's Sauce, Poblano Crema, Chili Lime and Hard Rock.

"Grilled Burrito Dippers are exactly what our fans have been craving — a menu item that is high-protein, flavor-packed and perfectly sized for snacking anytime," said Mike Smith, chief brand officer, in a press release.