Growing fast-casual chain targets Missoula, Cheyenne and Great Falls as key development focuses.
MOOYAH Burgers, Fries & Shakes, a fast-casual, “better burger” chain, announced a focused growth plan targeted on Missoula and Great Falls, Mont., as well as Cheyenne, Wyo. The quickly expanding burger brand, through the leadership of locally-based development agent Roger Daniel, has a goal of adding 60 to 80 jobs throughout these three cities by the end of 2014.
“The MOOYAH product is second to none, and our restaurants have such a competitive advantage because of the family friendly atmosphere they offer,” Daniel said, noting that the brand celebrated a banner year in 2012 with double-digit unit growth. “The processes that MOOYAH has in place, from a training and leadership standpoint, set the new owners up for success from the onset of the relationship.”
As a development agent, Daniel utilizes his strong background in marketing, management and finance. Perhaps his greatest aid in his position is his experience as a MOOYAH owner himself. Daniel’s Billings, Mont. restaurant recently celebrated its one-year anniversary and finished out the past 12 months as one of the top-grossing restaurants in the entire system, which Daniel feels is a great feat for a restaurant in one of the brand’s smallest markets. Additionally, Daniel has experience in real estate and also heads up a restaurant group that is always looking for new ventures and expansions, which formed around the time that he opened his MOOYAH restaurant.
MOOYAH is initially focused on opening a flagship restaurant in Missoula, Cheyenne or Great Falls, prior to expanding like a bubble in the surrounding areas. This development strategy was first established in the Dallas – Fort Worth DMA, in which MOOYAH boasts 24 restaurants.
“Paired with our strong North American growth, including our recent 50th restaurant opening milestone in the United States, strong and targeted individual market development is increasingly a large part of our strategic expansion plans,” said Michael Mabry, Director of Franchise at MOOYAH. “Through the local developer, we have the ability to penetrate a market with someone embedded within the local business community, which gives us a competitive edge.”
MOOYAH saw tremendous growth in the last several years, expanding from a Texas brand into an emerging national player and a leader in the growing “better burger” segment of fast-casual dining. The brand is currently in 11 states and has nearly doubled its number of restaurants from 25 to 48 in 2012. In 2013, MOOYAH is continuing its expansion, with one restaurant open in Dubai and additional plans to grow internationally and total nearly 65 restaurants.
One way MOOYAH is able to differentiate itself is through the flexibility in its menu, including the launch of its better-for-you, Under 600 Calories menu, designed to support the taste desires of females and the health-conscious consumer.
“MOOYAH began as a simple concept revolving around friendly people serving the freshest, most delicious burgers, fries and shakes available. As our brand continues to evolve, we are committed to keeping it simple, while still relevant to appeal to our Guests’ individual tastes and favorites,” said Bill Spae, MOOYAH’s CEO and President.
Additionally, its family friendly environment helps MOOYAH stand out above its competition.
“MOOYAH prides itself on being a family friendly business, from the Guests we serve to the franchisees who open restaurants with the goal of running them with people they consider family. We designed the restaurant concept with family in mind so everyone would feel welcome and comfortable,” said Alexis Barnett Gillette, Director of Marketing, noting that the restaurant chain continues to attract favorable media attention throughout the nation for its commitment to quality products, innovative Social Media tactics, first-to-market products, and strong franchise growth.
For MOOYAH franchise information, please visit http://mooyah.com/franchise-info/.
MOOYAH Burgers, Fries & Shakes is a fast-casual, “better burger” concept serving mouth-watering made-to-order burgers, hand-cut French fries made from high-quality Idaho potatoes, and handcrafted 100-percent ice cream shakes. Founded in 2007, the Plano, Texas-based company only uses fresh, American lean beef and all-natural Jennie-O turkey burgers, buns baked in house, real cheeses and toppings made from garden-fresh ingredients. It offers online ordering, and a cookout trailer for corporate, social and fundraising events. MOOYAH has been ranked 1st overall in Restaurant Business’s 2013 Future 50 list, listed as No. 8 in Fast Casual Magazine’s annual Top 100 Movers & Shakers in 2013, a list they have been at the top of for several years in a row, and BurgerBusiness included MOOYAH in its list of “11 Burger Chains to Watch in 2011.” The brand was also recognized in USA Today’s Top 50 Franchises for Military Veterans in June of 2013. For more information on MOOYAH, its menu or franchising opportunities, please visit http://www.mooyah.com. Follow MOOYAH on Twitter @MooyahBurger and connect with MOOYAH on Facebook Fan page.
