Introduction
Franchising has shaped the American dining scene for decades, but few entrepreneurs have left as big a mark as Martin Sprock. Best known as the founder of Moe’s Southwest Grill and Flying Biscuit Café, Sprock took bold steps that helped redefine how restaurants are scaled and branded. His ability to combine culture, consistency, and innovation set a new standard for the industry. In this Q&A, Martin Sprock reflects on how his approach to franchising disrupted the market, influenced younger entrepreneurs, and created lasting change.
In what ways did Martin Sprock disrupt the restaurant franchise industry?
A: When I started building Moe’s Southwest Grill, franchising was still very traditional. Most systems were about replicating food and operations, but I wanted to franchise an experience. That meant creating a brand with personality — fun names for menu items, upbeat music, and a culture that made people feel welcome. This approach disrupted the industry because it showed you could scale more than just a menu; you could scale a lifestyle. By weaving culture into every franchise, we gave customers something to connect with emotionally, which wasn’t common at the time.
How did Martin Sprock’s approach to franchising differ from other restaurant founders?
A: Many founders were laser-focused on controlling every detail themselves, but I believed in empowering franchisees. I wanted them to feel like true partners, not just operators. That meant investing heavily in training, providing strong support systems, and building a community among franchise owners. I also pushed branding and marketing in ways other founders weren’t doing. We made sure every location not only served great food but also told the same brand story. My approach was different because it combined strict consistency with flexibility — franchisees had the tools to succeed but also the passion to make it their own.
What role did innovation play in Martin Sprock’s franchise success?
A: Innovation was everything. When Moe’s launched, fast casual as a category was still new, and we leaned into it with fresh ingredients and an interactive customer experience. Innovation showed up in branding too — things like playful burrito names and “Welcome to Moe’s!” greetings became part of the culture. On the franchising side, we embraced technology early to manage supply chains and maintain quality across locations. Innovation kept the brand ahead of competitors, and it’s a lesson I carried into Flying Biscuit Café as well. The restaurant industry moves fast, and if you’re not innovating, you’re falling behind.
How has Martin Sprock influenced younger franchise entrepreneurs?
A: One of the most rewarding parts of my career has been watching younger entrepreneurs take lessons from my journey. Many tell me that seeing Moe’s grow gave them confidence to chase their own ideas. I think my biggest influence has been showing that you can build a franchise around authenticity and personality. You don’t have to be corporate or cookie-cutter to succeed. I’ve also mentored franchisees who went on to start their own brands, and that ripple effect is powerful. If my story inspires the next generation to take risks, innovate, and put people first, then I feel I’ve made a real contribution.
What does Martin Sprock see as his biggest contribution to the restaurant franchise world?
A: I believe my biggest contribution is proving that franchising can be both scalable and soulful. Before, a lot of franchises felt generic, but I showed that you can grow nationally without losing culture. Moe’s Southwest Grill was fun, quirky, and approachable, and Flying Biscuit Café carried forward that sense of authenticity. On the business side, I helped raise the standard for how franchisees are supported and how branding is used to build loyalty. If there’s one legacy I hope to leave, it’s that franchising should be about more than replication — it should be about creating meaningful connections with both franchisees and customers.
Conclusion
Martin Sprock’s influence on the U.S. franchise industry goes far beyond burritos and biscuits. His disruptive approach blended culture, innovation, and strong franchisee partnerships, paving the way for a new generation of fast-casual concepts. By redefining what it means to scale a restaurant brand, Sprock has left an indelible mark on the franchise world and continues to inspire entrepreneurs across the country.
