When it comes to burgers, bigger is better. But when it comes to burger joints, some believe it’s better not to be too big.
Take MOOYAH Burgers, Fries and Shakes, a Plano, TX-based chain with a signature build-it-yourself, double-beef patty sandwich that is adding locations across the country. Bill Spae, CEO/president of MOOYAH says ‘big’ box is not necessarily the ‘best’ box to operate within.
MOOYAH has created two restaurant models: one for larger Tier 1 and 2 markets with higher incomes and density, and one for smaller Tier 3 markets. Its newest location in Frisco, TX, is opening in a few days.
“The largest we will build is 2,500 square feet, down about 300 feet from past units,” Spae said. “Our sweet spot for Tier 1 and 2 restaurants is 2,200-2,300 square feet. The smaller model is between 1,800 and 2,000 feet depending on the layout and availability to have usable outdoor seating.”
