- Yana Polikarpov

Moe's Southwest Grill is conducting its first nationwide mobile marketing effort to launch its take on the Philly cheese steak. The Phil E. burrito, which consists of grilled sirloin steak, sizzling peppers, onions and mushrooms, shredded cheese, and Moe's signature spicy white 'queso' wrapped in a warm tortilla, is its new limited-time only menu offering.

As a promotion, Moe’s partnered with Opt It to offer a $2 off mobile coupon. To receive it, consumers are asked to text MOES at the number 46786.

Since January, Moe's has been working with Fishbowl of Alexandria, Va., to build its mobile database to nearly 5,000 numbers. Sara Riggsby, director of marketing for Moe's Southwest Grill, said in a statement: "The large number of people who opted-in on our Web site to receive mobile offers even before the promotion began is exciting for us. We want the portion of our customer base that does not typically clip coupons out of the Sunday paper to have easy access to the great deals Moe's offers."
 
Moe's is one of many food chains operating under Focus Brands, which includes Carvel, Cinnabon and Schlotzky's.

Moe's Southwest Grill spent $2.6 million on U.S. media in 2008, excluding online, per Nielsen Monitor-Plus.