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MOOYAH Burgers, Fries & Shakes’ Brand New Incentive Program Slashes Royalty Fees for New Franchise Owners

MOOYAH Burgers, Fries & Shakes, the nearly 100-unit “better burger” concept, is quickly becoming one of the most sought-after brands in franchising. And now, prospective Franchise Owners can benefit from an exciting new incentive program. 

The limited-time program offers three years of reduced royalties for new agreements. Typically, royalty fees at MOOYAH are 6%. Now, single-unit operators that qualify under this plan have the chance to pay 3% their first year, 4% their second year and 5% their third year — as long as they secure a lease in 2023. Not until their fourth year will Franchise Owners pay the usual 6%. Notably, all restaurants that open under this incentive program will be royalty free for the remainder of the year 2023. 

And that’s not all. In order to help ensure that these new restaurants start strong and are successful long-term, MOOYAH will match $5,000 in marketing funds to the location signed, provided that the Franchise Owner contributes at least $5,000.

For multi-unit operators, up to three units will qualify for the program. As long as they meet the qualifications, and they sign the first lease in 2023, they can qualify for the three years reduced royalty and the $5,000 incentive. And if they meet the requirements on the other two units, those next two units will also get the reduced royalty. 

“MOOYAH will be accelerating our unit growth significantly in the next three years, and the new incentive creates a great opportunity for new Franchise Owners”, said MOOYAH President Doug Willmarth.  “Over the last three years, we’ve outperformed the industry on both sales and traffic. We have opened new markets and have attractive territories available, so now is the perfect time to join the brand as we expect the incentive program to generate a lot of interest.”

Why Is Now the Time to Franchise with MOOYAH?

For those interested in the incentive program, it’s a particularly good time to join the MOOYAH brand. 

“We’re fresh off of a brand update,” said Willmarth. “Coming out of COVID, there was a shift in how consumers use carry-out and online ordering, so we redesigned our prototypes with more off premise capability and right sized the dining rooms to optimize the ROI for our franchisees.”

What that means is that MOOYAH has redesigned stores to get more sales for lower costs in terms of initial build out cost. In response to the consumer shift towards digital ordering, the brand relaunched its web-based online ordering in 2022 and will be relaunching its Rewards App to improve ordering the ordering experience. MOOYAH is also planning to build its first drive-thru locations in 2023.

“All our digital ordering tools are getting an update that will be in place by the summer,” added Willmarth. “Combining that with the sales momentum we have seen, it’s a really great time to be a part of MOOYAH.” 

Not only are MOOYAH stores getting an update, but so is the menu. Recently, the brand updated its famous “Hall of Dang” menu with a new burger, with more new burgers to come over the next two years. There have also been new additions to the MOOYAH leadership team over the past year, including Vice President of Marketing Sarah Beddoe, who has played a key role in relaunching the brand and reinvigorating the menu. 

Who MOOYAH Is Looking For

Willmarth noted that MOOYAH is looking for owner operators who ideally understand the restaurant business. 

“We are looking for people with a passion for the business,” he said. “Maybe someone who already operates restaurants and is looking to diversify or grow their business. Perhaps they’ve been running restaurants for somebody else and they want to transition from an operator to an owner.”

For owners of chicken, sandwich or other non-burger concepts, opening a MOOYAH can be complementary to their existing business by diversifying revenue streams and managing commodity risk. And because the operational profile and back office support are often similar, adding a MOOYAH restaurant can be a smooth process for existing fast-casual or QSR Franchise Owners.

“We’ve gained a lot of momentum at MOOYAH,” said Willmarth. “Between the new innovation and incentive program, this really is an incredible opportunity — especially because we still have great territories available in high demand areas that are closed in other brands.” 

In 2023, MOOYAH is looking to build 16 new locations and to sign at least 15 new deals. Their goal for 2024 is to build 20-25.

The investment to develop a MOOYAH ranges from $477,918 to $989,793. Learn more at:


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.