Hot off the heels of its annual convention, MOO Con, Dallas-based MOOYAH Burgers, Fries & Shakes is heading into Q2 with confidence in the crowded better burger segment.
A $77 billion-a-year market has emerged from America’s favorite food item. According to Technomic Inc., a Chicago-based food industry analysis company, 95 percent of Americans said they eat burgers at least once a month, a 4percent increase from 2011.
Americans, however, are turning to higher-quality brands, as reported by Consumer Report magazine. In a 2014 reader survey, traditional burger chains scored relatively low overall by customers when rated for cleanliness, food quality and value.
Meanwhile, MOOYAH has posted continuous growth due to the brand’s steadfast attention on customizability. As opposed to your standard fast-food chain, MOOYAH customers have the option of three buns, five different cheeses, 11 toppings and 11 sauces, along with limited-time offers like the Jalapeno Jack Turkey Burger, which made its debut this year through a partnership with Jennie-O. It’s this customer-centric approach that has allowed the brand to grow by 21 new restaurants in 2014 while remaining on track to open 30 new locations in 2015 to reach their goal of 100 before year’s end.
“The better burger segment is growing, and we’re growing right alongside it,” said Michael Mabry, chief operating officer at MOOYAH. “Through strategic expansion tactics, we’re building up an audience across the United States that sees the difference in our product and our dining experience.”
This year, the brand is focusing on expansion in previously untapped territories. Through several inked franchise deals, MOOYAH is set to cross over multiple state lines with the first MOOYAH restaurants in Wisconsin (opening in Fitchburg in April), Indiana, Ohio, New York, Massachusetts and Florida.
Additionally, the brand will increase its presence in California, Texas, Illinois and Louisiana, and has five more scheduled openings in the state of New Jersey alone. Internationally, the brand is opening its first restaurant in Qatar, marking the seventh country MOOYAH has entered outside the U.S.
“We have assembled a passionate pool of franchisees whose talents and dedication have been instrumental in advancing our growth,” said Mabry. “As a brand, we’re poised and ready to take MOOYAH to the next level by enhancing our positioning and profitability as we move across the country.”