Introduction
Martin Sprock is widely recognized as a pioneer in the fast-casual restaurant space. As the founder of Moe’s Southwest Grill and later Flying Biscuit Café, his career is defined by bold ideas, rapid growth, and a deep belief that restaurants should be more than just places to eat. They should be experiences that bring people together. In this interview-style feature, Martin Sprock shares his entrepreneurial journey, from his first inspiration to lessons learned while building multiple successful brands.
What first inspired Martin Sprock to become a restaurant entrepreneur?
A: I’ve always been drawn to the restaurant industry because of its energy and the way food connects people. Growing up, I noticed that restaurants weren’t just about meals — they were about atmosphere, culture, and community. That stuck with me. Early in my career, I saw that if you could blend those things with solid business fundamentals, you could create something much bigger than a single restaurant. What inspired me to become a restaurant entrepreneur was the chance to build brands that gave people memorable experiences while also creating opportunities for others through franchising.
How did Martin Sprock come up with the idea for Moe’s Southwest Grill?
A: In the late 1990s, fast casual was just beginning to emerge, and I saw a real gap in the Tex-Mex space. Mexican food was popular, but most of what you could find was either traditional sit-down restaurants or generic fast food. I thought there was an opportunity for a concept that was fresh, fun, and had a strong personality. That’s how Moe’s Southwest Grill was born. The name itself stands for “Musicians, Outlaws, and Entertainers,” which captured the brand’s quirky, welcoming spirit. From the music that played in every location to the playful names of the burritos, I wanted Moe’s to stand out as a restaurant that celebrated both food and culture.
What challenges did Martin Sprock face in growing Moe’s into a national brand?
A: The biggest challenge in scaling Moe’s was consistency. When you go from a handful of stores to hundreds across the country, the question becomes: how do you make sure every guest gets the same quality food and the same energetic experience? That meant building strong franchise systems, training programs, and supply chain networks. Another challenge was competition. As soon as Moe’s gained traction, we saw a wave of other fast-casual Mexican brands popping up. It forced us to stay innovative and never get complacent. Looking back, those challenges pushed us to be sharper and more disciplined, and ultimately that’s what helped the brand grow into a national name.
How did Martin Sprock transition from Moe’s Southwest Grill to Flying Biscuit Café?
A: After Moe’s success, I wanted to find another concept that had just as much cultural relevance but in a different category. That’s when I discovered Flying Biscuit Café, a beloved Atlanta spot with a loyal following for its Southern comfort food. The restaurant already had something special — authenticity, great food, and a community vibe. My role was to help it scale without losing its soul. Transitioning from Moe’s to Flying Biscuit wasn’t about repeating the same playbook but adapting it. With Flying Biscuit, we leaned into Southern hospitality and comfort while still building systems that made franchising possible. It was a chance to take a local gem and share it with more people across the Southeast.
What lessons has Martin Sprock learned from building multiple restaurant concepts?
A: The biggest lesson I’ve learned is that restaurants succeed because of people, not just food. Franchisees, employees, and guests are the heartbeat of any concept. If you don’t build a culture that supports them, it doesn’t matter how great your menu is. I’ve also learned the value of resilience. No entrepreneurial journey is smooth — there are always setbacks, competition, and unexpected hurdles. The key is to adapt quickly, learn from mistakes, and keep moving forward. Another lesson is that innovation never stops. Whether it’s in branding, technology, or operations, staying relevant means always looking ahead. At the end of the day, I measure success not only by the number of locations but by the communities we impact and the opportunities we create.
Conclusion
Martin Sprock’s entrepreneurial journey highlights how vision, persistence, and culture can turn a single idea into a national franchise. From Moe’s Southwest Grill’s energetic Tex-Mex identity to Flying Biscuit Café’s soulful Southern comfort food, Sprock has shown that building beloved brands takes more than business savvy — it takes heart, resilience, and a commitment to people. His story continues to inspire restaurant entrepreneurs who dream of scaling their own concepts while leaving a lasting mark on the communities they serve.
