Girls and Grills

Traditionally associated with dads’ barbecuing or fast food, quick-service burger joints have a primary demographic composed of men and children. MOOYAH Burgers, Fries & Shakes* is shaking things up the burger segment with a new focus on millennial females and youthful mothers. We were able to sit down with MOOYAH’s director of marketing Alexis Barnett Gillette, who told us a bit more about the burger concept’s recent shift in demographic. 1851: Why is MOOYAH interested in targeting young women as a core demographic? Alexis: MOOYAH is different from other burger concepts out there in the marketplace. We focus heavily on customization and offer better-for-you alternatives to provide guests great food with less guilt. We want to be a restaurant where girlfriends can dine together and also be the choice for busy mothers on-the-go between soccer and violin practice. 1851: How are you looking to get these women into the restaurant?       Alexis: Every item on our menu can be tailored to the guests’ specific taste and I believe this speaks to a woman’s palette. This also provides options for mothers with children because MOOYAH is a concept that adapts to the bustle of everyday life. 1851: How about low calorie options? Are they available and how low are we talking? Alexis: We actually just launched a variety of meals for under 600 calories. Finding lower calorie options at restaurants is a challenge, but we wanted to show that you can enjoy a burger, fries and a soda without feeling guilty. 1851: What are a few examples off the menu? Alexis: The most popular featured item is the all-natural Turkey Iceburger (which is essentially a burger where the bun is replaced with lettuce), with avocado, Swiss cheese, bacon, tomatoes, mustard, and a Regular Diet Coke® for only 568 calories.  We also offer the Turkey Iceburger with BBQ sauce, tomatoes, pickles, onions, a Small Sweet Potato Fries and Regular Coke Zero® all for under 600 calories. 1851: Very cool. What’s the lowest calorie option on the menu? Alexis: One of MOOYAH’s lowest calorie options is the MOOYAH Iceburger, with avocado, ketchup, mustard, tomatoes, pickles, onions and Regular Coke Zero® is only 432 calories. 1851: So why did you want to get women into MOOYAH? Alexis: We feel like no other burger brand is directly speaking and interacting with women, and everyone loves a good burger! With the launch of our under 600 calorie meal options, we wanted to focus our efforts on quality food that women can not only enjoy, but feel confident about.