Industry News | April 18, 2013
For the First Time, Mooyah Dips Its Toes in Int'l Waters
MOOYAH, a fast-casual, “better burger,” fries and shakes chain, announced a three-tiered geographic objective to its next phase of 2013 expansion.
The expansion will include international markets for the first time in the company’s history. Included in this strategy are Middle East territories such as Dubai of the United Arab Emirates, Saudi Arabia, Oman, Kuwait, Bahrain, and Qatar.
Development in Canada will start in the eastern portion of the country, with Latin America expansion geared towards Central and South America.
“Paired with our strong North American growth, including our recent 50th restaurant opening milestone in the United States, international development is an increasingly large part of our strategic expansion plans,” says Michael Mabry, director of franchise for MOOYAH Burgers, Fries, & Shakes.
“We want to ensure our business model can financially succeed in different markets and ensure consistency across the network,” he adds. “Paired with the local, cultural touch, which is at the root of the MOOYAH experience, we expect great things from these new international developments.”
Considering the various development timelines being detailed, store openings will come at different times through the 2013 and 2014 calendar years. The Middle East territories retain a goal of opening four to seven restaurant locations by the end of 2013.
MOOYAH is also opening north of the United States border into Canada, where the burger franchise will begin its Canadian journey with a rapid countrywide expansion goal to open 50 franchises in the next five years.
In Latin America, the aim is to open the first location in Central America, with Panama and Guatemala as the first markets to receive the MOOYAH experience. The goal is to have some restaurants in the pipeline by the third quarter of 2013.
Additional potential target areas include Costa Rica, Honduras, El Salvador, and Puerto Rico. Conversations in these countries with some local groups are also taking place, and ideal individuals are Master Franchisees capable of opening six to 10 stores in a period of five to 10 years.
Founded in Dallas in 2007, MOOYAH set out to deliver a simple American favorite, not only made well, but also produced in a friendly, service-oriented setting.
Each restaurant only uses fresh, American lean beef and all-natural Jennie-O turkey burgers, buns baked in house, real cheeses, toppings made from garden-fresh ingredients, hand-cut french fries made from high-quality Idaho potatoes, and handcrafted 100 percent ice cream shakes.
MOOYAH restaurants opening outside the United States have the choice to modify menu items to meet the unique palate of the region, which may also be a necessity, as some individuals in countries cannot eat certain foods or may demand a relevant substitution.
“While the menu may change slightly, the strategy will not,” Mabry says. “We maintain MOOYAH’s commitment to honoring local culture and flavor. The international MOOYAH experience will remain universally connected.”
Food & Beverage
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