With Chipotle Mexican Grill (CMG) closing stores for lunch Monday to review its safety procedures, Moe’s Southwest Grill is going on the offensive with a media and marketing campaign directly targeting its rival. 'This is our chance to step out and tell our story and, by comparison, show our points of differentiation with Chipotle,' said Bruce Schroeder, president of Moe’s Southwest Grill. In a bid to review its new safety procedures and rally workers tasked with even more responsibilities in the wake of a massive E. coli outbreak, as well as several instances of norovirus, all 1,998 Chipotle locations in the U.S. will be closed today between 11 a.m. and 3 p.m. Moe’s has over 600 locations and was founded in 2000 in Atlanta, Georgia. Moe’s features fresh, handmade, customizable southwestern fast-casual food. Moe’s is best known for its burritos packed with a choice of more than 20 fresh ingredients. The chain is a part of Focus Brands, which is an affiliate of the Atlanta-based private equity firm, Roark Capital Group. Focus also currently owns Schlotzsky's, Carvel, Cinnabon and Auntie Anne's. 'Food safety is not a new issue in the industry,' said Schroeder.
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