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MOOYAH Targets Dallas-Fort Worth for Home State Expansion

MOOYAH Burgers, Fries & Shakes, the nearly 100-unit “better burger” concept, is rapidly growing nationwide, with a strategic focus on expanding in its home state of Texas. As the brand leverages its well-established reputation in the Lone Star State for continued development, leadership is targeting DFW as a market for focused growth.

“We’re born in Texas, so it makes sense to expand in major metros in Texas,” explained Doug Willmarth, president of MOOYAH. “It’s a natural time to go in and leverage the strength, experience and power that we have within the state.”

In addition to the high growth rates in DFW, the brand also enjoys one of the highest rates of brand awareness in the area. Existing Franchise Owners have already expressed interest in establishing additional units in Dallas, indicating clear potential for success in the eyes of business owners who have experienced the market firsthand.

“Because the brand and market are growing, there are great sites in DFW where there’s an opportunity to put a MOOYAH that didn’t exist five years ago,” said Willmarth. “We’re experiencing unprecedented interest in these territories.”

As the brand grows in the DFW area, the increase in awareness will benefit all franchise owners. And the brand will be careful to avoid negatively impacting existing stores. There is plenty of potential to fill in gaps strategically rather than saying “yes” to every site.

“As the leader of a franchisee-focused brand, we always try to do the right thing for our Franchise Owners,” said Willmarth. “We will be very selective to avoid a potential conflict between new locations and our successful Franchise Owners. We believe brand growth will benefit everyone.”

Texas’ rapid population growth makes it an excellent place for businesses and entrepreneurs to expand. Since 2010, the population has increased 16%, with markets like Dallas and Houston leading the nation in metropolitan growth for four consecutive years. The state is continually ranked one of the best for businesses and was recently ranked first for its growth prospects by Forbes, thanks to strong employment and income growth forecasts for the next five years. Large companies like Amazon, Tesla and HP are moving their operations to Texas, and many others are expected to follow in the coming years, bringing millions of families and limitless opportunities.

“Texas has the ninth largest GDP in the world and is only expected to grow in the future,” said Beth Stockmoe, MOOYAH’s vice president of operations. “It makes perfect sense for MOOYAH to ride this wave and expand its presence to meet the demand. We are thrilled to welcome new Franchise Owners to the MOOYAH family who are committed to bringing the better burger to our home state.”

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


MOOYAH Burgers, Fries & Shakes is a fast-casual, “better burger” concept committed to providing the best-tasting burger experience possible with mouthwatering made-to-order burgers, hand-cut French fries, and real ice cream shakes. Founded in 2007, the Texas-based company serves fresh, 100% Certified Angus Beef® brand burgers, all-natural turkey burgers, and Dr. Praeger’s black bean vegan burgers. MOOYAH’s non-GMO potato and multigrain buns are baked in-house daily, and Guests can choose from five real cheeses, bacon, avocado and 19 free sauces and toppings made from garden-fresh veggies. MOOYAH Guests can choose from eight flavors of 100% real ice cream shakes, including vanilla, Hershey’s chocolate, Reese’s, Oreo and more. While many Guests dine in-restaurant, MOOYAH also offers online ordering, delivery and carry-out for Guests on the go as well as a loyalty app.