R1 RCM
Brand Transformation
Moe’s + Morrison Case Study
National Brand. Atlanta Soul. Built One Post at a Time.
Moe’s had a great national brand. What the Atlanta franchisee co-op needed was something the national playbook couldn’t give them: a social presence that felt genuinely local, moved with the city, and made Atlantans stop scrolling. That’s a focused, well-executed Impact engagement.
The Client
Moe’s Southwest Grill is a national fast-casual brand known for its bold flavors and build-your-way menu. The Atlanta franchisee co-op represents a network of locations across one of the most competitive dining markets in the country. Atlanta is a city where local identity matters, and generic marketing falls flat.
Organic Facebook Reels
Organic Facebook Content
The Challenge
The national campaign worked at scale. But it didn’t speak Atlanta. The co-op needed content and community management that felt native to the city.
Social was the key battleground, and the co-op was losing ground. Engagement was low. Audience growth had stalled. The brand was present in the feed, but not in the conversation.
IMPACT: The Atlanta Social Program
Morrison developed a comprehensive social strategy for the Atlanta co-op, then built the month-to-month infrastructure to execute it with consistency and craft. Monthly planning, monthly creative content, daily community management, and monthly performance reporting were all part of the plan.
The work went beyond scheduling posts. A partnership with Atlanta United FC, the city’s MLS club, gave the co-op a direct line into one of Atlanta’s most passionate communities, tying Moe’s to the sports moments and conversations already happening in the city. Atlanta-specific insights drove every content and engagement decision, making the co-op’s social presence feel like a neighbor, not a franchise.
The Strategy: Comprehensive local social approach built specifically for Atlanta.
The Content: A monthly content calendar and the creative content it needed, along with daily community management, all grounded in Atlanta culture.
The Partnership: Atlanta United FC collaboration that connected Moe’s to the city’s most engaged fanbase.
Organic Facebook Static Content
The Results
National brands win locally when someone is actually paying attention to the local market. Morrison built the strategy, created the content, and managed the community, turning a national franchise into an Atlanta brand people actually engaged with.
- 13.08% average engagement rate
- Monthly audience growth rates up to 93%
