You Can’t Rebrand Culture: Mike Smith on Reviving a Brand Without Losing Its Soul

What if your biggest marketing asset isn’t your food or your logo, but your team?Mike Smith didn’t build his career by following trends. As the president of Moe’s Southwest Grill, he’s championing a radical shift in how we think about fast casual: less transaction, more transformation.In this conversation, Mike shares why brand is culture, how real loyalty is built inside the four walls, and why treating people like line items kills growth before it begins. We get into hiring with intention, empowering teams to act with personality and how value can still win in a discount-fatigued world.For any operator struggling to balance margins with meaning, this one hits home.To learn more about Moe’s Southwest Grill, visit moes.com._________________________________________________________Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.com