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FDD Talk 2015: The MOOYAH Franchise Opportunity (Financial Performance Analysis, Estimated Costs, and Other Important Stuff You Need to Know)

by Franchise Chatter on June 29, 2015

in FDD Talk 2017: Food Franchises, Franchise Earnings, Hamburger Franchise



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MOOYAH Burger and Fries Photo

In this FDD Talk 2015 post, you’ll learn the following:

  • Section I – Background information on the MOOYAH franchise opportunity, including relevant news updates
  • Section II – Estimated initial investment for a MOOYAH franchise, based on Item 7 of the company’s 2015 FDD
  • Section III – Presentation and analysis of MOOYAH’s financial performance representations, based on Item 19 of the company’s 2015 FDD, including information on the:
  • 2014 average gross sales for the top tier of MOOYAH Restaurants (i.e. those that achieved Gross Sales above $775,000) and were in operation for at least 12 months at the end of the 2014 fiscal year
  • 2014 average gross sales for the middle tier of MOOYAH Restaurants (i.e. those that achieved Gross Sales from $659,000 to $775,000) and were in operation for at least 12 months at the end of the 2014 fiscal year
  • 2014 average gross sales for the bottom tier of MOOYAH Restaurants (i.e. those that achieved Gross Sales up to $650,000) and were in operation for at least 12 months at the end of the 2014 fiscal year

Section I – Background Information

Aggressive expansion has put MOOYAH Burgers, Fries & Shakes on a course to hit 100 open restaurants by the end of 2015, up from 76 in 2014.

The innovative build-a-burger restaurant began in 2007 with one restaurant in the Dallas suburb of Plano, Texas. The chain had 17 open restaurants in 2011, a number that ballooned to 40 in 2012 and has been climbing ever since.

MOOYAH has a presence in nearly half the U.S. states, with new stores added or planned in Florida, Massachusetts, New York, North Carolina, Ohio and Wisconsin in 2015, along with expansion plans in New Jersey, California, Texas, Illinois and Louisiana.

The chain also entered Saudi Arabia in February 2015. Other international locations are in Bahrain, Canada, Kuwait and United Arab Emirates, with stores in development in Mexico, Oman and Qatar.

Building Burgers, Adding Choices

What sets MOOYAH apart is its build-a-burger setup in which customers can choose a beef patty, a Jennie-O turkey patty or a black bean veggie patty. The turkey and veggie options create more choices for vegans, vegetarians and those who wish to cut calories and fat.

The MOOYAH menu offers five cheeses as add-ons, along with bacon and avocado. Free veggies include fried onion strings, jalapenos and sauteed mushrooms, as well as more basic fare: lettuce, tomatoes, pickles, relish, onions and grilled onions. A dozen sauces are on the burger menu as well.

The chain, which places importance on the bun-to-meat ratio, created its own bun to develop the ratio it wanted and bakes the buns in-house each day. Customers can choose a fresh white or wheat artisan bun or skip the carbs and go with an “iceburger,” in which the patty and fixings are held together within a lettuce wrap.

Simple Yet Targeted Menu

MOOYAH, No. 314 on Entrepreneur magazine’s Franchise 500 list in 2014 (up from No. 357 in 2013) is a growing choice among people who are looking beyond a burger with a beef patty. Lower-calorie and healthier menu options are rising in popularity among fast-food enthusiasts who are seeking more variety and choice, and MOOYAH is delivering on these while also offering favorites such as hamburgers and cheeseburgers, hand-cut french fries and 100 percent ice cream shakes.

The chain added salads in 2014, a side salad of fresh greens, tomatoes and mushrooms and a Loaded House Salad that adds a variety of extras. Sweet-potato fries are also a popular menu item. The menu is simple yet comprehensive, providing a broad base without going in many different directions.

Turkey Burger With a Kick

In March 2015, MOOYAH added its limited-time Jalapeno Jack Turkey Burger through a partnership with turkey producer Jennie-O, which studied popular flavor profiles in creating the bold taste of the new sandwich.

During the turkey burger’s launch, customers were encouraged to celebrate by posting photos of their burgers decorated with a “napkin tail feather” on social media, using the hashtag #myMOOYAH. Winners chosen at random received “MOOYAH Moolah.”

Section II – Estimated Costs

  • Please click here for detailed estimates of MOOYAH franchise costs, based on Item 7 of the company’s 2015 FDD (updated).

Section III – Financial Performance Representations (Item 19, 2015 FDD) and Analysis



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