A lot of restaurants say that they specialize in burgers, but not every restaurant can say they know how to whip up a truly mind-blowing and mouthwateringly-good one.
That’s where MOOYAH Burgers, Fries & Shakes comes in. Founded in Dallas in 2007, MOOYAH was a pioneer in the fast-casual better burger segment. Their goal was to deliver a simple American favorite that was not only made well, but served in a friendly, service-oriented setting. Since then, they’ve been feeding thousands of hungry guests as the demand for a meal that’s better tasting continues to grow.
The brand’s mission to deliver the best burger, fry and shake experience ever and have fun doing it has helped them experience the kind of rapid growth that many emerging brands can only dream about. Now, as word of MOOYAH’s dedication to the art of crafting a burger experience that’s truly second to none spreads, the brand is poised to hit—and then exceed—an important milestone by the end of 2016: reaching more than 100 units worldwide.
But getting to this momentous point was no accident—it’s the culmination of a strong and sustainable growth strategy that MOOYAH has been expertly executing for the past nine years. In 2015 alone, the brand added 26 new restaurants across the country and welcomed 19 new franchisees. They entered new territories, too, which included Ohio, Indiana, North Carolina, Wisconsin, Florida and New York.
“We’re currently 93-units strong, and our goal is to add 25 more units by the end of this year. Our strategy has always been to create and sustain a viable business model for our franchise partners—to attract owners who share in MOOYAH’s vision of hospitality, high-quality ingredients, and, of course, fun,” said Ardag Tachian, vice president of development for MOOYAH.
MOOYAH has long prided itself on baked in-house, non-GMO buns and never frozen, all-American beef. The brand also hand-cuts their French fries in-house. Tachian’s list goes on and on when it comes to how MOOYAH does it better.
For all of these reasons and more, Loren Katzman, an area developer and a franchise partner for MOOYAH, was inspired to open four units throughout California’s Bay Area. She believes the brand’s growth can be attributed to its far-reaching appeal.
“MOOYAH offers qualities that many other places don’t have. We’re a safe, kid-friendly environment, we offer healthier, better-quality alternatives than many other fast-casual restaurants and we appeal to many guests in the area,” Katzman said. “The growth opportunity for the brand is huge because our guest-base is so vast.”
Tachian believes that MOOYAH’s huge opportunity for growth in both new and existing markets offers a great incentive for potential franchise partners as well.
“With hundreds of locations available in new markets across the U.S., there’s so much potential for our brand to move forward, and when prospective franchise partners see that there’s plenty of room to grow, they’re going to want to be a part of it,” Tachian said. “We’ve seen great success by building off of strong locations and reinforcing brand awareness. But we’ve also realized that we have immense potential in untapped markets, too—it gives us an opportunity to educate new segments of people on MOOYAH’s quality food and our fun atmosphere. People are always very positive, whenever we open in a new market, we’re met with tremendous enthusiasm.”
Anthony D’Amore can personally vouch for MOOYAH’s successful growth strategy. D’Amore has helped the brand expand throughout the East Coast, and he currently has five franchises in the works. His reason for investing in the brand is simple.
“I quickly saw that there was going to be a bright future with the brand,” D’Amore said. “It’s the right mix of size, location and concept.”
To learn more about MOOYAH Burgers, Fries & Shakes, click here.