1. Business Operating Model
• Franchise-Based Expansion: MOOYAH operates primarily through a franchise model, partnering with multi-unit franchise owners to scale across the U.S. and beyond.
• Focus on Customization: The business emphasizes made-to-order burgers, fresh toppings, and flexible dietary options (e.g., vegan and paleo), catering to diverse consumer preferences.
• Drive-Thru & Tech Integration: MOOYAH recently introduced drive-thru models and in-store ordering kiosks, which enhance speed, operational efficiency, and convenience



2. Brand Intel
• Best-Tasting Burger Concept: The brand positions itself as offering high-quality burgers made with Certified Angus Beef® and fresh, never-frozen ingredients.
• Customer-Centric Philosophy: MOOYAH combines a casual, family-friendly atmosphere with elevated food offerings, standing out in the crowded fast-casual space.
• Franchisee-Focused Culture: Franchisee success is central to their strategy, offering robust support, incentives, and flexible store formats to ensure growth and market penetration.

3. Revenue Model
• Primary Income Streams:
o In-Store Sales: Burgers, fries, and shakes form the core of their sales.
o Drive-Thru Operations: New drive-thru prototypes tap into the demand for quick service without compromising quality.
o Franchise Fees & Royalties: Franchisees pay upfront investment and ongoing royalties, contributing to the brand’s revenue.
o Catering & Takeout: Expanding into catering options helps reach larger gatherings and corporate events


4. Growth Campaigns
• National Franchise Expansion: A major growth campaign involves opening new locations nationwide, with over 50 units under development in areas like Michigan, California, and Wisconsin.
• Redesigned Store Formats: MOOYAH launched new prototypes to enhance guest experience with technology-driven layouts, which have attracted new customers and franchisees alike
• Incentive Programs for Franchisees: The company introduced reduced royalties and marketing fund matching to encourage franchisees, stimulating rapid expansion


5. GTM Intel
• Digital Engagement & Social Media: MOOYAH leverages platforms like Instagram and Facebook to engage with a wide audience, promoting seasonal menus and offers.
• Localized Marketing: Franchisees use local advertising, community engagement, and partnerships to build brand recognition in specific markets.
• Technology Integration: Digital menu boards and ordering systems provide smoother customer experiences and capture insights for targeted marketing efforts


6. How They Implemented Everyman Brand Archetype
• Approachable & Relatable: MOOYAH’s positioning as a welcoming, family-friendly burger joint aligns with the Everyman archetype, appealing to a broad customer base.
• Customization & Inclusivity: With offerings for diverse dietary needs (like plant-based options), the brand makes everyone feel at home.
• Local Community Focus: Many franchisees are local business owners, further embedding the brand within communities and fostering personal connections with customers


7. How They Created a Fun Brand Vibe
• Playful Brand Voice: Their marketing reflects a light-hearted tone with slogans like serious and fun, all in one with the bun.
• Creative Campaigns: Promotions featuring bold and quirky imagery, as well as community-based events, contribute to a lively brand personality.
• Flexible Store Designs: Store layouts offer interactive elements, such as ordering kiosks and pickup areas, fostering an enjoyable dining experience