Back Yard Burgers named Michael W. Myers as its president, effective April 1. Myers, 42, was chief operating officer for the Memphis-based company, and will retain that position.

Myers joined Back Yard Burgers in August 1999. Previously Myers was regional vice president for Whataburger, which operates more than 500 locations in the Southeast and Mexico.

Myers will assume responsibility for corporate and franchise marketing. He said he will also focus on building and strengthening existing markets and making the company’s purchasing and distribution system more efficient. “My job description is to continue to make it easier for us to do business with our guests,” Myers says. “The ideas that I believe in happen to be the same ones that are the strategic pillars of this company. It involves product quality. It’s not just the food itself, but it involves our facilities, our people and the entire guest experience. We want to ensure a hassle-free experience from the time you walk into our restaurant or pull up to our drive-thru window.”

Some of the changes instituted since Myers joined Back Yard Burgers include: the introduction of 100 percent Black Angus Beef, considered the standard for the most flavorful type of beef; implementation of a “Fraction of the Action” incentive program, which allows unit managers to earn a percentage of the operating profit of their respective stores; and the elimination of marketing programs built on coupons and discounting.

“We now have a consistent strategic focus,” says Myers. “Everything from the way we market, to the way we serve, to the product itself, conveys the message that we are offering a premium product.”

Myers holds a bachelor’s degree in financial management from the University of Northern Colorado and master’s degree in business administration from the University of Phoenix. He resides in Germantown with his wife and daughters.