Moe's Southwest Grill, a fast casual restaurant chain, is known for its fun atmosphere and creative approach to serving up Tex-Mex treats. When in 2010 the company decided to expand the reach of its brand by partnering with BJ's Wholesale Club on retail offerings, executives knew they needed packaging that would perform well on shelves, and properly reflect the restaurant's whimsical attitude.
"We recognize that at the end of the day, the package needs to be both appealing and functional: differentiated on-shelf and aligned with the Moe's brand, while properly protecting the product throughout the retail process," says Paul Damico, president of Moe's Southwest Grill. "The packages must also be relevant to two distinct groups: those who are familiar with the Moe's brand and those who are not."
Moe's has launched a total of 17 salsas, dips, dressings and other items at BJ's Wholesale Club's 190 retail locations. To encourage consumer trial, each of the products has a low price point (from $4.99 to $8.99) and comes in colorful packaging that incorporates the brand's distinctively humorous personality, such as Chunky Guacamole with the tagline "You Guacing to Me?" and Chipotle Ranch Dressing tagged "What's happening, hot stuff?"
The Five-Layer Dip comes in a PET clamshell, produced by Precision Plastics. The clear package tempts shoppers with a full view of the dip's ingredients, with packaging that's true to the company's whimsical attitude (the colorful label reads "Five fingers, five layers. Coincidence?") and exacting quality standards.
"In the end, we insist on a high-quality package that ensures a safe product with an appealing presentation to the end user," says Damico.