The Great Franchisee: Chuck Holbrook, MOOYAH Burgers, Fries & Shakes, Abilene, TX

Chuck Holbrook has built a career in the restaurant industry, working mostly as a kitchen manager before becoming an operations manager with chicken franchise Raising Cane’s. Now, Holbrook is making the leap to restaurant ownership as one of the newest franchisees with Plano, TX-based MOOYAH Burgers, Fries & Shakes*, the 80-plus unit “better burger” concept that is quickly growing in markets across the country. 

Holbrook is set to open his MOOYAH in mid-July at 3550 S. Clack Street. 

1851 Franchise: Tell us your story – what did you do before franchising?

Chuck Holbrook: I’ve been in Abilene since 2003 as I came here for school and attended Hardin-Simmons University. The restaurant business is a big part of my life as I started working in the industry at the age of 16 at Chick-fil-A. I also worked at a small restaurant in Brownwood, Texas. A majority of my career has been with Chili’s, where I served as a kitchen manager across multiple locations and helped open new locations. In 2017, I joined Raising Cane’s as an operations manager. 

In addition to being in the restaurant business, I’ve had a career in commercial real estate and was also the general manager of Gold’s Gym in Abilene for three years.  

1851: How did you initially find out about franchising, and what was your perception of franchising before becoming a franchise owner?

Holbrook: Having been in the restaurant industry and even fitness space, franchising is something that I’ve always been able to wrap my head around. The model is in place to set business owners up for success by following the business model that is laid out. 

1851: How did you decide you wanted to be a franchisee?

Holbrook: It was just a matter of finding the right concept that I loved. From my past experience, I knew that I wanted a brand that had great business metrics while also having a fantastic product. 

1851: How did you perform your research?

Holbrook: A lot of the research was done online. However, being in Texas, I knew MOOYAH Burgers, Fries & Shakes has a strong following in Texas. After going to Plano and trying the product, I knew it was the real deal and the right franchise to join. 

1851: Why did you pick MOOYAH Burgers, Fries & Shakes? What excited you most about the potential?

Holbrook: Not only does the business model line up with what I was looking for, but so did the brand’s target audience. We have four high schools in Abilene along with three universities and a big medical community. I see us partnering with many of the schools in the area. Abilene is a burger town; we have nice restaurants, but burger options are lacking. When you look at the demographic here, a brand like this will be set up for success. Abilene is my hometown, and I have a lot of family and friends here. Since telling people about this new business venture, the response has been strong. People who know MOOYAH are thrilled we are joining the community. People who don’t know are already checking out the menu. 

Having the corporate team up the road from us is also incredibly helpful knowing that they are at our disposal and we can sit down and have conversations with them. 

1851: What are your dreams with the business? What does the future look like?

Holbrook: I do have growth plans as I signed for three locations in Abilene, Lubbock and San Angelo. I hope to have Abilene open by the middle of July. Lubbock will hopefully open within the next year and San Angelo over the next couple years.

1851: What do you do in your personal time?

Holbrook: I enjoy spending time with my family and friends. I’m also an avid golfer. 

ABOUT MOOYAH BURGERS FRIES & SHAKES

MOOYAH Burgers, Fries & Shakes is a fast-casual, “better burger” concept offering mouthwatering made-to-order burgers, french fries hand-cut from Idaho potatoes, and real ice cream shakes. Founded in 2007, the Plano, Texas-based company serves fresh, 100% Certified Angus Beef® brand burgers, all-natural Jennie-O® turkey burgers and Dr. Praeger’s black bean vegan burgers. MOOYAH's non-GMO potato and multigrain buns are baked in-house daily, and Guests can choose from five real cheeses, bacon, avocado and 20 free sauces and toppings made from garden-fresh veggies. MOOYAH Guests can choose from seven flavors of 100% real ice cream shakes, including vanilla, Hershey’s chocolate, Reese’s, Oreo and more. While many Guests dine in-restaurant, MOOYAH also offers online ordering, delivery and carry out for Guests on the go as well as a loyalty app. In 2020, MOOYAH ranked No. 38 on Fast Casual’s Top 100 Movers and Shakers. In 2018, MOOYAH was ranked among Entrepreneur Magazine's Top 200 Food and Restaurant Franchises of 2018 and landed at No. 7 in the Top 10 Fast Casual Restaurant Franchises by FranchiseRankings.com. In 2017, MOOYAH was named to Entrepreneur’s Franchise 500 list, Franchise Times' Fast & Serious list of the smartest growing franchise brands, and was ranked #11 on Fast Casual Magazine’s annual Top 100 Movers & Shakers, a list the brand has been included on every year in the last ten years of rankings. For more information on MOOYAH, its menu or franchising opportunities, please visit www.MOOYAH.com. Connect with MOOYAH on Facebook.com/MOOYAH, follow MOOYAH on LinkedIn, Twitter @MOOYAHburgers and Instagram @MOOYAHburgers.