MOOYAH Burgers, Fries & Shakes Targets Westward Expansion as Part Of Strategic Development Initiative
MOOYAH Burgers, Fries & Shakes Targets Westward Expansion as Part Of Strategic Development Initiative

The better-burger brand intends to win over healthy-lifestyle residents with fresh, quality ingredients.

From the Sunshine State to Sin City, MOOYAH Burgers, Fries & Shakes is looking to make an all-out push towards Western expansion.

As the better-burger brand prepares to open its 100th store in January 2016, MOOYAH has no intentions of slowing its growth efforts. Based in Texas, the franchise recognizes an opportunity to provide an outstanding guest experience in the western portion of the U.S., specifically in Nevada, Arizona, New Mexico and California.
Unlike its competitors, MOOYAH offers all-natural, never frozen beef, something Tim Markle, director of development for MOOYAH, believes will resonate with health-conscious residents. With five locations already in California, and after recently opening a Southern California location that has experienced early success, Markle appears to be right.
“Many of these states are really attractive because we can capitalize on providing quality food with fresh ingredients,” Markle said. “These are the things that fit into the lifestyle of people in these states. Consumers are beginning to lean toward customizing their food and they want to eat healthier. We want to provide them with a fresh, high-quality fast casual alternative.”
In addition to a nutritional twist on traditional fast-food options, MOOYAH believes it can capitalize on the climate out west.
"Part of the Western culture is to be outdoors. So as we begin to develop in Vegas, Phoenix, and elsewhere, we can open smaller locations with a focus on larger patios,” he said.
Between now and 2020, MOOYAH intends to have a presence in all 50 states, with between 200 and 300 restaurants. To do that, the second-ranked fast-casual franchise brand on the market will partner with franchisees who fit their ideals.
Markle said that with each store opening, the brand takes another step forward—that each store is better than the last. To help the brand move forward, it uses an algorithm to determine which franchisees are a good match.
“We’re a brand that bases success off the guest experience,” Markle said. “We vet franchisees during the process as much as they vet us,” he said. “We look for people who are guest-service oriented and have financial stability. We don’t take just anybody. They have to be skilled so that we can continue to build a premium brand and help franchisees be as successful as possible. If they don’t fit, they don’t fit.”
MOOYAH is a family- and kid-friendly restaurant, and potential franchisees can count on an attractive business model, a simple menu and operational system in place. The support team through corporate is comprised of industry professionals dedicated to helping owners at every turn.
For more information on franchise opportunities with MOOYAH, click here.