Upstairs, Robby Ayala, 28, a social media manager for Moe’s Southwest Grill, maintains the brand’s Instagram, Twitter and Facebook accounts. He said the most difficult aspect of his job was coming up with unique content about Moe’s every day.
“I try to tweet once a day. That’s a lot more challenging than it sounds,” he said, and laughed.
The difficulty isn’t in coming up with an appealingly irreverent tweet to share with fans of Moe’s (a task many could likely accomplish) but in thinking of another one the next day, and another the day after that, and another the day after that, hundreds — potentially thousands — of times in a row, without repeating or embarrassing yourself.
“If you jump in inappropriately, you will get roasted,” he said, reflecting on the recent Twitter storm over Popeyes’ Spicy Chicken Sandwich. “Like Zaxby’s jumped in, they got roasted. Boston Market jumped in. Chick-fil-A took a lot of L’s.”
Mr. Ayala’s job is, essentially, to talk about Moe’s in a brief, hilarious and charming way, without stopping, forever. He found delirious success one day this summer when his tweet combining a meme about aliens in Area 51 with the very notion of Moe’s burritos received roughly 2,100 retweets. But then he had to tweet again.
Maintaining the high corporate standards of some of America’s iconic snack foods in 2019 demands stamina, adrenaline, a commitment to unironically observing National Lemonade Day, high levels of organization and good cheer.