Moroch CEO Matt Powell Featured in Modern Restaurant Management

Friday nights in Texas belong to high school football — and when one brand was losing sales to a competitor during those prime hours, marketing became the problem-solver. That story opens Modern Restaurant Management's new feature on the connection between marketing and franchise expansion, spotlighting Moroch CEO Matt Powell.

In the piece, Powell walks through how Moroch's "Local Changes Everything" philosophy shaped a Friday Night Fries campaign built around Texas football culture. "That campaign enabled us to regain share," Powell told MRM, noting it was an idea that could only have worked in that market.

The feature covers ground every growing franchise brand should be thinking about:

The phases of scaling. Powell explains that franchise brands move through distinct growth stages, and one of the hardest milestones is getting individual owners to operate as one team rather than competing with each other.

Specificity builds connection. Counterintuitively, telling highly specific stories creates broader audience connection than generic messaging — consumers see themselves in a unique story even when the details differ from their own.

Where the first dollar goes. Powell recommends franchise brands nail their Google and Meta strategy first, then layer in additional channels as results prove out.

Balancing national and local. Establishing the right split between national and local marketing dollars early lets both grow in tandem as the brand scales.

Read the full article at Modern Restaurant Management.