Mooyah launches 1st televised ad campaign

Mooyah Burgers, Fries and Shakes has launched its first televised commercial spots to air on a variety of cable stations.

"These spots truly capture the quality and value we provide our guests every day at Mooyah, and now we get to tell that story to a national audience" Natalie Anderson Liu, VP of marketing, said in a company press release. "Our franchise partners are excited to see broadcast marketing for the brand and feedback has been overwhelmingly positive so far. We are already getting solid anecdotal feedback within our restaurants from guests, who saw the commercials."

The brand, however, is also looking forward to examining the analytical data in order to observe the measurable impact of the campaign and continue to guide its marketing decisions with solid performance information, Liu said.

The 30-second TV spots launched on Jan. 25 and will run over the course of 16 weeks. The ads incorporate the brand's "Seriously Fun" messaging, nod to the company's never-frozen certified Angus Beef, non-GMO buns baked in-house, hand-cut fries from No. 1 Idaho potatoes, 100 percent real ice cream shakes and variety of fresh veggies, Michael Mabry, president and COO of Mooyah, said in the release.

The company's value proposition is highlighted as well. While prices vary depending on location, the better burgers start at $4.99. In addition to the nationally televised spots, the ads will also be used for digital marketing including pre-roll, YouTube, Google, Facebook and Instagram.

"As a brand, Mooyah has grown to the point where national TV ads make sense and fit our strategy to find enhanced ways to support our franchise partners across the country," Mabry said. "These ads will be focused on driving more repeat guests and exposing the Mooyah brand to more first-time guests. As we continue to sign deals to open additional locations, we are happy to offer new and expanding franchise partners this tool as part of our overall marketing support package."

The spots are another example of how the brand is winning with advanced, targeted marketing tactics, Mabry said. The company begins with intensive research of target markets and then uses the analytics to create national and local programs and tools to drive initial guest counts and exposure. Franchise partners have access to professionally designed merchandising, promotions, graphics and advertisements intended to reinforce the company's reputation of serving high-quality products in a fun environment, he said.

Those tools include the Mooyah awards app, consumer research, guest analytics, paid media to increase awareness and trial, public relations coverage for new store openings and other newsworthy events, printed point-of-purchase kits containing in-store collateral materials, turnkey fundraising programs, professional food photography, listing on the brand's search-optimized consumer website, personal LSM planning and execution assistance by the marketing department, custom artwork for local marketing activities and more, Mabry said.

"The competitive landscape in the burger industry continues to increase and for years we've invested in winning the marketing game in order to support our Franchise Partners' success," he said. "It's our mission to be on the forefront of ways to gain increased trial and loyalty from guests. We want our valued franchise partners to have the very best available to them and we want new franchise prospects to understand that the corporate team has their back and is fighting with them to dominate new markets."

Franchisee requirements
Prospective franchisees should have $500,000 minimum net worth and at least $200,000 in liquid cash.
Investment in a franchise ranges between $383,350 and $598,300, which includes build-out expenses and certain start-up expenses, including the initial franchise fee of $35,000, according to the release.

Markets are available across the country with specific focus on qualified franchise partners in the home state of Texas, specifically in Dallas, Houston and San Antonio, and in the southeastern U.S. in and around major markets such as Nashville, Orlando, Atlanta and Philadelphia, according to the release. 

Mabry will speak on the CEO Roundtable, Oct. 9-11 at this year's Fast Casual Executive Summit in Seattle. Registration is now open.

Topics: Franchising & Growth

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