MOOYAH Burgers, Fries & Shakes, the 90-plus-unit best burger concept, has proven its strength in the burger space by perfecting the details, offering never-frozen beef, hand-cut fries, real ice cream shakes and buns baked fresh in-store. However, its ability to further customize orders and willingness to embrace unique, often playful limited-time offers has made it a fast favorite with Gen Z Guests.
“In our industry, there’s a lot going on. Our ability to communicate with Gen Z about how we can help them reinforce their lifestyle is our job,” explained Sarah Beddoe, Vice President of Marketing. “Gen Z is the future of our society, and what they care about is important to us. We recognize their influence, and it just so happened that Gen Z ideals align perfectly with the cultural pillars of MOOYAH.”
MOOYAH recognizes the importance of transparency, quality, empathy, inclusivity and doing things the right way, and each part of the system from restaurant Team Members to the corporate team embraces these practices.
Beddoe explained that MOOYAH didn’t necessarily find Gen Z or vice versa; the two just happen to coexist in the world and share values. However, because MOOYAH can so clearly define its values and recognize the weight they hold with Gen Z Guests, the brand is able to focus even more clearly on maintaining consistency and continuing to give the Guests what they want.
“It’s very easy to try to be all things to all people, but the reality is that we started this brand for a reason,” she said. “We need to be sure to maintain the integrity. In doing so, we consistently go to the focus target and evaluate how our priorities align with their needs.”
How the Menu Plays into Gen Z’s Wants
MOOYAH Guests have the option to customize their burgers in a range of ways. With three bun options, beef, turkey and vegan plant-based patties, six kinds of cheese, multiple toppings including bacon, jalapenos, pickles and avocado and an assortment of specialty sauces, each Guest can build their perfect burger.
“One of the things that matters to Gen Z is individualization…being seen, being heard and being accepted for who they are,” Beddoe added. “That’s a pattern and a truth that will continue to permeate. The reality is that we’re all very different; my idea of the perfect cheeseburger is very different from yours, but that doesn’t mean that one should be available and the other should not.”
With endless toppings, different sauce options and meals that cater to various lifestyle preferences, including gluten-free, keto and plant-based, all burgers are entirely customizable.
“Everything is made to order,” she said. “We’re not an assembly line, we’re an architecture station.”
In addition to the fully-customizable nature of MOOYAH’s everyday offerings, its secret menu of sorts, known as the Burger Hall of ‘Dang!’®, serves to provide flavor experiences Guests have never had before. With things like the Hot Bacon Jam burger and the Best Case Scenario, the menu goes beyond standard flavor preferences and allows Guests to have a lot of fun with their meals.
While MOOYAH will continue to evolve and grow, Beddoe says its brand integrity remains a priority, even as it keeps a pulse on upcoming trends.
“There are a lot of trends that start with Gen Z, and we pay very close attention to what’s going on — especially in food,” she explained. “We understand our Guests’ pain points, and doing that makes it a lot easier to create an integrated solution. We have an open dialogue with our fan base, and we make sure to constantly stay on top of what’s pertinent to them.”
For more information on the growing brand, connect with MOOYAH Burgers, Fries & Shakes on the Facebook Fan page, and follow MOOYAH on LinkedIn, Twitter @mooyahburgers, Instagram @mooyahburgers and TikTok @mooyahburgers.
For franchising opportunities, please visit franchise.mooyah.com.
ABOUT MOOYAH BURGERS FRIES & SHAKES
MOOYAH Burgers, Fries & Shakes is where “serious” and “fun” are one with the bun. The ridiculicious, fast-casual “best burger” concept is committed to providing the best tasting burger experience possible by specializing in the taste trifecta – mouthwatering made-to-order burgers, hand-cut French fries and real ice cream shakes. Founded in 2007, MOOYAH is obsessed with quality, serving fresh, never-frozen 100% Certified Angus Beef® brand burgers, all-natural turkey burgers and plant-based vegan burgers. MOOYAH’s signature buns are baked in-house daily, and guests can choose from five real cheeses, bacon, avocado and 17 free sauces and toppings made from garden-fresh veggies. MOOYAH also hand-spins 100% real ice cream shakes and offers eight flavors including vanilla, Hershey’s chocolate, Reese’s, Oreo and more. MOOYAH serves guests through dine-in, online ordering, delivery and carryout, as well as its loyalty app. For more information, visit MOOYAH.com or follow MOOYAH on Facebook, Twitter and Instagram.