They say variety is the spice of life, and for Dallas-based better burger franchise MOOYAH Burgers, Fries & Shakes, 2016 marked the launch of the Taste to Try campaign featuring a new branded customized recipe each month. MOOYAH, a national leader in the booming fast-casual burger segment, provided guests with a new experience each month with innovative burgers such as The Double Diablo, The Well D’Onion, The Hamburdog, and more. Now, all of those flavorful favorites are lined up in The Burger Hall of “DANG!” promotion through the end of the year.
“MOOYAH has been a pioneer in the better burger segment by offering the highest quality of options to our Guests to create the perfect burger for each occasion,” says Michael Mabry, COO of MOOYAH. “This year, we thought we’d show off a little bit and created a new delicious burger each month, all from the proteins, toppings, cheeses, and buns already on our menu. Our guests loved the chance to try a new offering every month and were already drooling in anticipation of the next Taste to Try coming the following month.”
While many other brands roll out limited time offers which can present a supply and operations challenge to the franchise base, MOOYAH decided to feature unique recipes using combinations of the three proteins, three buns and 28 toppings and sauces offered every day at all locations when creating the Taste to Try recipes. While tantalizing guests’ taste buds, the campaign was also an incredible sales success for the growing brand.
Check averages with Taste to Try items have been more than 40 percent higher than checks without a Taste to Try item during 2016. Engagement with guests increased and strengthened in-restaurant and on social media, as the brand enjoyed steady sales growth month-over-month with the introduction of each new option—and guests continued ordering previous months’ Taste to Try favorites. February’s Taste to Try, The Double Diablo, was still being ordered in high numbers through November and is being added to a new iteration of the MOOYAH menu set to roll out in all locations during the first half of 2017.
“We are extremely excited about the way our guests have responded to this fun promotion spotlighting all the incredible combinations that are available at MOOYAH,” says Natalie Anderson Liu, VP of Marketing for MOOYAH. “We are constantly looking for ways we can provide value back to our Guests and innovate in the better burger space. Promotions like the Taste to Try are an example of our commitment to providing more flavors for guests to love, as well as growing unit-level sales with our franchisees. Ultimately this program has set MOOYAH up for even further growth and success through an enhanced experience.”
MOOYAH is giving guests a reason to keep coming back through the holidays. The company will be offering five bonus MOOYAH Rewards points through the rewards app for any Taste to Try items purchased through the end of the year. Additionally, MOOYAH will run a gift card promotion for $5 off any food purchase on the spot with the purchase of $30 in gift cards through December 24. On Cyber Monday, the brand will provide 10 bonus MOOYAH Rewards points for any purchase of $5 or more.
At MOOYAH, quality food goes hand in hand with customization. Guests get the opportunity to choose from a variety of bun options, from baked in-house potato or multigrain wheat buns to handcrafted lettuce buns to accompany a never-frozen Certified Angus Beef patty, all natural Jennie-O turkey patty, our mouthwatering black bean veggie patty or our grilled chicken and hand-breaded crispy chicken. Each gourmet burger can be customized with five different cheese options, Applewood smoked bacon, sliced avocado and chili, along with ten free veggie toppings and 11 free sauces.
MOOYAH French fries come together in a six-step process that takes a total of 24 hours to completely prepare. A delightful combination of constant attention and a little magic help transform U.S. #1 Idaho potatoes into perfect, crisp-on-the-outside and fluffy-on-the-inside fries. Guests also have the choice of savory sweet potato fries. MOOYAH offers real ice cream shakes in 10 delicious flavors ranging from vanilla to Hershey’s chocolate, REESE’S ™, strawberry banana and more.
In 2017, MOOYAH plans to once again enhance and improve on their recipe for successful franchise growth by adding new locations across the country while maintaining a focus on introducing the brand to more global markets. The booming “better burger” brand entered several new states in 2016, while expanding its existing presence in California, Texas, Florida and New York, as well.