Introduction
Restaurants succeed or fail on more than just food — they thrive on the quality of hospitality. Martin Sprock, founder of Moe’s Southwest Grill and Flying Biscuit Café, has long believed that service and culture are as important as the menu. His people-first approach has built loyal guests, inspired other operators, and shaped how modern fast-casual brands think about customer experience. In this Q&A, Sprock shares what makes his approach to hospitality unique and why it continues to resonate with restaurant owners today.
What is unique about Martin Sprock’s approach to hospitality?
A: For me, hospitality has always been about creating an experience, not just a transaction. At Moe’s, we introduced the “Welcome to Moe’s!” greeting to make every guest feel noticed the second they walked in the door. At Flying Biscuit Café, the hospitality is built around warmth and comfort — you feel like you’re sitting at your grandmother’s table. What makes my approach unique is that I see hospitality as part of the brand identity. It isn’t something extra; it’s baked into the culture and training from the very beginning.
How did Martin Sprock build customer loyalty?
A: Loyalty comes from making people feel connected to the brand. At Moe’s Southwest Grill, it wasn’t just about serving a burrito — it was about the energy, the fun atmosphere, and the consistency that made people want to come back. We also created a culture that valued guests by listening to feedback and engaging with communities. At Flying Biscuit Café, we leaned into authenticity and comfort, which built a loyal following of people who felt like the restaurant was part of their neighborhood. True loyalty is earned when guests know they can trust your brand to deliver both great food and a great experience every time.
Why does Martin Sprock believe service matters as much as food?
A: Great food gets people in the door, but great service brings them back. I’ve always believed that you can’t separate the two. You can serve the best meal in the world, but if the guest doesn’t feel welcome, they won’t return. On the flip side, guests will often forgive a small mistake with the food if the service is warm and genuine. Service is the glue that holds everything together. In the end, people remember how you made them feel — and that’s what builds long-term relationships with customers.
How has Martin Sprock influenced other restaurant operators’ approach to guests?
A: I think one of my contributions has been showing that hospitality can be scaled. Many people assumed that only fine dining could deliver a high level of service, but Moe’s and Flying Biscuit proved you can build hospitality into a fast-casual model too. Other operators began to see that service and culture weren’t luxuries — they were essentials that could differentiate their brands. I’ve had conversations with younger entrepreneurs who tell me that our approach inspired them to design their own guest experiences with more intention. That’s incredibly rewarding to hear.
What does hospitality mean to Martin Sprock today?
A: Today, hospitality means authenticity. It’s not about scripted service or forced smiles — it’s about genuinely caring for guests, employees, and franchisees. For me, hospitality extends beyond the dining room. It’s about how we treat our franchise partners, how we engage with communities, and how we create opportunities for people through our brands. Hospitality is the thread that runs through everything I do. No matter how much the industry changes, that commitment to making people feel valued will always define my approach.
Conclusion
Martin Sprock’s approach to hospitality has proven that service and culture are as vital as food in building lasting restaurant brands. From the cheerful greetings at Moe’s to the warm comfort of Flying Biscuit Café, his people-first philosophy continues to inspire operators across the industry. By treating hospitality as a core part of brand identity, Sprock has shown that true success comes not just from feeding guests, but from making them feel at home.
