Should I buy an emerging brand?

It’s not all about the big guys.

Ardag Tachian, director of franchise development for better-burger brand MOOYAH, says one of the most attractive features of emerging brands is the availability.

“When evaluating a potential brand, it’s important to consider whether the brand is available in the market the person wants.” That becomes much likelier with a brand on the rise.

MOOYAH, for instance, has 75 domestic restaurants, so “it’s very likely someone could have a location almost anywhere,” says Tachian, who has been with MOOYAH since 2012. “That is key.”

Another thing Tachian says is favorable about emerging brands is that they’ve improved on what the more prevalent brands offer. The better-burger segment produces a higher-quality product and service than the huge names, he says.

“Someone who jumps in with MOOYAH is getting the best of both worlds. They’re aligning themselves with someone that is emerging but has improved upon the process.”

Another factor to consider is that a potential franchise partner joining an emerging brand might have more say about his or her contribution to the success of the brand.

“Emerging brands listen to their franchise partners,” Tachian says. “Being part of an emerging brand, by virtue of the smaller numbers, the partner will have a larger say.”

From a contribution standpoint, that could mean providing feedback and helping the brand grow and evolve.

“Access to leadership also is easier,” he says. “All good franchisors remain accessible and available.”

An emerging brand also has the advantage of being fresh and new in an area and will spur customer interest. “Guests will certainly want to try something new. It creates excitement.”

Tachian says MOOYAH’s new franchise partner in Atlanta was hooked on the brand after eating at a MOOYAH in Birmingham, Alabama. He decided to take the leap.

“We see that all over the country,” Tachian says.