“We’re a brand that does really well around college and universities, strong incomes and healthy economies, and Boston and Massachusetts has all of that,’’ said Damico.
Moe’s has 444 locations in 32 states, as well as locations in Russia and Turkey. The majority of its restaurants are in Southern states, such as Georgia, where the privately held chain was founded in 2000.
Steven Hixson, the owner of the Waltham franchise, said he is opening in the area because he thought being near Brandeis and Bentley universities would help his business. Hixson, 58, bought two Moe’s franchises two years ago after a long career in the technology industry. “I was trying to figure out what I could do to put my own destiny in my own hands,’’ he said. “Starting off I bought two franchises, but I fully intend to do at least three, hopefully five and maybe more.’’
With so few Moe’s currently in the area, however, and a variety of other choices for Tex-Mex or Mexican cuisine, Hixson said he hopes that word of mouth from loyal customers will help give the restaurant name recognition.
At the Natick location, which opened last March, a number of repeat customers were dining during a recent lunch rush.
The menu at Moe’s is more expansive than at some competitors, offering fajitas and taco salads along with more standard fare like burritos, quesadillas, and tacos. Individual menu items cost about $5.50 to $8.50, and meals that include a side dish and drink cost about $10.
Joe Hartigan of Wakefield and Marvin Gibson of Norwood were taking their lunch break at Moe’s, a place they frequent approximately two to three times a week.
“We come here because it’s healthier than other places,’’ Gibson said. “That’s what we’re looking for.’’
Hartigan said he likes the amenities Moe’s offers such as a self-serve salsa bar. “It’s all fresh,’’ he said. “The chips and salsa come free with everything.’’
