Introduction
Scaling a restaurant brand from one location into a nationally recognized name requires vision, discipline, and the right playbook. Martin Sprock, founder of Moe’s Southwest Grill and Flying Biscuit Café, has grown multiple concepts into household names by focusing on systems, culture, and marketing. In this Q&A, he shares the strategies he used to grow Moe’s, how he spots new opportunities, and his advice for entrepreneurs looking to achieve sustainable growth.
What strategies did Martin Sprock use to grow Moe’s Southwest Grill?
A: Growing Moe’s Southwest Grill came down to three main strategies: creating a strong franchise system, building a memorable brand identity, and empowering franchisees. First, we developed clear processes that ensured consistency across locations. Second, we made branding a priority — from the “Welcome to Moe’s!” greeting to playful menu names, everything reinforced a fun, welcoming culture. Finally, we focused on recruiting franchisees who shared our vision and gave them the training and support they needed to succeed. That combination allowed us to scale quickly while maintaining what made Moe’s unique.
How does Martin Sprock identify growth opportunities?
A: I look for opportunities where there’s both customer demand and cultural resonance. For Moe’s, it was about tapping into the growing appetite for fresh, customizable meals in the fast-casual space. With Flying Biscuit Café, it was recognizing that Southern comfort food had widespread appeal but wasn’t being offered in a scalable way. I also analyze market data — demographics, dining trends, and competitive gaps. But beyond numbers, I trust instincts and pay close attention to what people are craving in their daily lives. The best opportunities are usually hiding in plain sight.
What role does marketing play in Martin Sprock’s expansion strategies?
A: Marketing plays a huge role in scaling any brand. With Moe’s, we knew the brand needed to stand out in a crowded market, so we invested in bold, memorable campaigns that made people take notice. The quirky menu names, the loud greetings, the music — those were all part of marketing the culture, not just the food. At Flying Biscuit, marketing leaned into authenticity and comfort, showing people that this wasn’t just a meal, it was a Southern experience. For me, marketing is about telling a story that customers want to be part of, and that story drives growth.
How does Martin Sprock balance growth with quality control?
A: Balancing growth and quality is one of the hardest challenges in franchising. The key is to scale only as fast as your systems allow. We invested heavily in training programs, supply chain management, and auditing processes to make sure every location lived up to the brand promise. But beyond systems, it’s also about culture. Franchisees have to buy into the idea that quality matters just as much as sales. When you build a culture of accountability and pride, it becomes easier to maintain standards even as you grow.
What advice does Martin Sprock give about sustainable growth?
A: My advice is to think long-term and resist the urge to grow too fast. Sustainable growth comes from having strong foundations — consistent operations, loyal customers, and a brand that means something to people. Don’t chase expansion for the sake of numbers. Focus on building a concept that works, then replicate it carefully. Also, keep reinvesting in your brand. Customer tastes and market dynamics change, and you need to evolve with them. If you stay focused on culture, quality, and adaptability, your brand will not only grow but also endure.
Conclusion
Martin Sprock’s proven strategies for growth show that scaling a brand isn’t about speed alone — it’s about systems, culture, and storytelling. By combining strong franchise models with bold marketing and an unwavering focus on quality, he turned Moe’s Southwest Grill and Flying Biscuit Café into thriving brands. For entrepreneurs, his insights offer a roadmap to sustainable growth and a reminder that lasting success comes from building on strong foundations.
