As Director of Marketing for MOOYAH Burgers, Fries & Shakes, Natalie Anderson Liu is critical in defining the brand’s voice and spreading it across the country
Liu got her start as a brand strategist serving advertising agencies in Dallas, and was eventually recruited to the better-burger brand by a former colleague. Today, she serves as director of marketing for MOOYAH Burgers, Fries & Shakes.
Today, MOOYAH has 78 restaurants in 21 states, plus 14 international restaurants in seven countries, with plans to open 30 new restaurants in 2016. Liu is a critical part in executing the brand’s ever-so playful voice and making MOOYAH the No. 1 choice for consumers looking for the best burger and in-restaurant experience.
Why do you love franchising?
I love being part of a franchise organization because working directly for franchisees makes our efforts and results that much more meaningful. Each of our restaurants is a personal business with owner-operators investing their lives in MOOYAH. The franchisee factor makes every decision and every marketing dollar we invest critically important. While it’s probably more pressure than a corporate-owned restaurant brand, I wouldn’t trade the interaction or the relationships we have being a franchise organization.
What is the top challenge facing young people in franchising?
From my experience, the top challenges are the same no matter the age of the individual connected to the franchise industry. Hiring and retaining teams across all restaurants that understand hospitality is a challenge. Building brand awareness in an increasingly fragmented media environment is a challenge. Staying current with technology updates and leveraging technology to its fullest extent to connect with current and potential guests is a challenge. To run a restaurant well requires a handle on multiple different disciplines that are quite different. That’s why I do feel aligning with a strong franchise organization that is a good fit with one’s personality and values is a wise investment.
What is your dream position/goal?
The role I’m working toward and my dream position is chief marketing officer. It’s a lofty goal but one I’m focused on achieving nonetheless. I love marketing and specifically marketing for MOOYAH Burgers, Fries & Shakes. Our organization has a really special dynamic and I feel very blessed to be part of what we’re building. My corporate peers and our franchise partners are incredibly driven, intelligent individuals and they create an environment for me where I’m challenged on a daily basis. We are about to celebrate our 100th location and I look forward to growing with MOOYAH as we hit 200, 300, and more.
To connect with Natalie Anderson Liu on LinkedIn, click here.