MOOYAH ups ante on holiday gift card promo

In the true spirit of giving this holiday season, Dallas-based MOOYAH Burgers, Fries & Shakes* will reward anyone who buys $25 in gift cards with a free MOOYAH burger right on the spot. According to a National Retail Federation report, U.S. consumers are projected to spend more than $31 billion on gift cards during the 2014 holiday shopping season. “The study from the NRF shows that the average holiday shopper will spend nearly $175 on gift cards this holiday season,” MOOYAH chief operating officer Michael Mabry said. “Well, if they decide to spend that holiday moolah at MOOYAH, they’d be enjoying seven MOOYAH burgers as a reward.” MOOYAH fans gave nearly $110,000 in MOOYAH gift cards last year, Mabry said, which was up 57 percent from the previous holiday season. The brand is projecting another increase in gift card sales this year. Nationwide, gift card sales have increased 83 percent since 2003, according to the NRF. The better-burger chain will support the gift card promotion with an integrated marketing campaign that includes in-store, online and social-media elements. In addition, MOOYAH will also spread the holiday cheer with a business-to-business mailer to brand itself as the place to eat between holiday shopping trips. The mailer includes a holiday-theme calendar of daily activities co-workers can enjoy together, as well as 10 special greeting cards to give to team members in the office who fit fun categories like “Most Likely to be Too Casual on Friday,” “Most Likely to Say Something Inappropriate in a Meeting” and “Most Likely to Hit Reply All.” “We felt businesses around our restaurants were the perfect audience for our gift card offer,” said MOOYAH director of marketing Natalie Anderson. “Not only can bosses purchase gift cards for their employees; employees can purchase them for their clients, families, each other, and even for themselves to cover lunch in the New Year. The reward of a free burger on the spot is the icing on the cake.”