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Franchise Influencers: Doug Willmarth, President, MOOYAH Burgers, Fries & Shakes

As part of our annual Influencer Issue, 1851 Franchise has enlisted the help of the franchise community to compile a list of the top people making moves in the franchise industry.

By Savannah BilboStaff Writer
Updated 10:10AM 03/24/23

Doug Willmarth


Willmarth is a strategic concept growth leader who helps restaurants accelerate momentum and build a people-first culture. He works to design and deliver compelling brand and food experiences to drive more traffic, improve unit economics, and grow units to build enterprise value. He has led teams to deliver sustained sales growth for billion-dollar restaurant companies and retail brands. Now, he puts that experience to work in growth-minded restaurant concepts. When he's not building great restaurants, he's probably investing in his local community or off traveling the world. And because he loves good food and wine, Doug is also an avid runner and Ironman endurance athlete.

About MOOYAH Burgers, Fries & ShakesMOOYAH Burgers, Fries & Shakes is a fast-casual, “better burger” concept committed to providing the best-tasting burger experience possible with mouthwatering made-to-order burgers, hand-cut French fries and real ice cream shakes. Founded in 2007, the Texas-based company serves fresh, 100% Certified Angus Beef® brand burgers, all-natural turkey burgers and Dr. Praeger’s black bean vegan burgers. MOOYAH’s non-GMO potato and multigrain buns are baked in-house daily. Guests can choose from five real cheeses, bacon, avocado, and 19 free sauces and toppings made from garden-fresh veggies. MOOYAH guests can choose from eight flavors of 100% real ice cream shakes, including vanilla, Hershey’s chocolate, Reese’s, Oreo and more. While many guests dine in to the restaurant, MOOYAH also offers online ordering, delivery and carry-out for guests on the go, as well as a loyalty app. 

Total Locations: 90

Investment Range: $477,918 to $989,793

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