Unique Marketing Campaign Enters 3rd Year, Gives Franchisees Simple & Cost-Effective Marketing Tool Year-Round
Go with what you know. That is typically a recipe for success and at Dallas-based growing franchise concept MOOYAH Burges, Fries & Shakes, it’s been the basis for the company’s successful “Taste to Try” campaign. The campaign, which MOOYAH is bringing back for the third year in a row, promotes vibrant, branded options and new flavor profiles but by utilizing all existing ingredients and with simplistic execution for franchisees.
In essence, all Taste to Try burgers can be ordered year-round on online ordering platforms and select –in-restaurant menus. However, the branding and ease of ordering has provided new fans with a simple way to get a taste of what MOOYAH is all about, while giving loyal fans a fun way to expand their experience.
“We are continually looking for ways to maximize efficiency and support our Franchise Partners with unique and interesting ways to drive sales,” said Jordan Duran, director of franchise sales for MOOYAH. “The ‘Taste to Try’ program has been a hit in generating buzz, giving our Guests some fun new options, but all with unit level economics in mind.”
Since introducing the campaign, it’s been a hit. Checks with a “Taste to Try” item average nearly 40 percent higher than normal and the “Taste to Try” options account for about 6% of all burger sales. Three options from the program performed so well that they were added to the menu as part of MOOYAH’s “Favorites” section.
Each year, the company has also pulled the top 8 options from the “Taste to Try” campaign and promoted as part of their “Hall of Dang!” This provides Guests an engaging way to try the best of the best from the previous years.
In 2018 to begin the year, MOOYAH is sticking to the campaign’s theme of nodding toward seasonal tastes and behaviors, by featuring the Mushroom Swiss through March 11. The burger features 100% fresh, never-frozen Certified Angus Beef®, melted Swiss cheese, sautéed mushrooms, golden fried onion strings, and creamy mayo. However, in line with 2018 resolutions, Guests can try the Mushroom Swiss as an Iceburger, replacing the potato bun with a hearty wrap of crisp iceberg lettuce – which knocks the total carbs down to only 2 grams.
“A fresh calendar year is a chance for many of our Guests to look for lighter options and we are happy to offer menu items that don’t sacrifice flavor,” said Natalie Anderson-Liu, vice president of brand for MOOYAH Burgers, Fries & Shakes. “The Mushroom Swiss is packed with mouth-watering taste, and when you have it as an Iceburger, that taste is complemented nicely with the clean, crisp crunch of iceberg lettuce.”
The Mushroom Swiss is no stranger to loyal MOOYAH Guests. The burger was first added to the new MOOYAH menu in the fall of 2017 at the majority of restaurants in the U.S. and quickly grew in popularity. Featuring the Mushroom Swiss as the first Taste to Try of 2018 provides MOOYAH Franchise Partners the opportunity to improve consistency and build on the successful introduction, while simplifying operations and expanding Guest exposure to the popular item. In 2018, MOOYAH is continuing to evolve the successful Taste to Try program in order to feature burgers for a longer period of time.
“At MOOYAH, our Guests come first and we kept that in mind when deciding to roll out the Mushroom Swiss as our first Taste to Try of the new year,” said Michael Mabry, president and COO of MOOYAH. “The Taste to Try program has been a fun way to engage our Guests while also decreasing ticket times and increasing accuracy for our Franchise Partners. This is the third year we’ll be offering Taste to Try options and there’s some fun stuff in store for 2018.”