Founded in 2007 in Texas, MOOYAH has positioned itself as a premium better-burger player — hand-cut fries, customizable burgers, and fresh milkshakes in a fast-casual setting. With just over 100 units, the brand has leaned into its reputation for quality and its appeal to families seeking an upgrade over traditional QSR burgers. Leadership often frames MOOYAH as “a premium burger experience at an accessible price,” aiming to carve out a space between Five Guys and Shake Shack.
The supportive case is that MOOYAH’s unit economics can be attractive.
Reported average unit volumes exceed many mid-tier rivals, and the premium positioning allows franchisees to charge higher ticket prices. Customers consistently rate the food quality highly, and in select markets, the brand is seen as a hidden gem. For operators in suburban or affluent trade areas, MOOYAH offers a differentiated product.
But challenges are clear.
Startup costs are high for a chain with only modest national recognition, creating risk for new operators. Competition in the premium burger segment is fierce, with Five Guys, BurgerFi, and Shake Shack already entrenched. Scaling from 100 units to a national status requires significant marketing investment and infrastructure support that may strain the system. For investors, the question is whether the brand can break out of regional niche status.
MOOYAH has the quality and economics to entice, but operators must weigh whether the brand’s still-limited footprint justifies the higher CapEx.
👉 Just like sports, the coach will tell you the team is built to win.
The analyst examines the statistics and identifies where the losses could accumulate. Our Intel Reports shine those lights — green, yellow, and red — so operators, investors, and vendors can make informed decisions about where to place their bets.
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