News

Mooyah's redesign focuses on upgrading customer experience

Photo provided.

November 13, 2019

Mooyah Burgers, Fries & Shakes is unveling a new look to its stores' interiors in hopes of giving dine-in as well as to-go customers a better experience. 

"This new design and layout will take Mooyah to the next level in terms of providing a differentiated experience that reduces friction for our guests and team members," Mooyah President Tony Darden, said in a company release. "This new approach will also align with our overall strategy to be accessible to our guests in the manner in which they want to enjoy their dining experience."

The new prototype and design come at a critical point for the brand as it ramps up franchising efforts in new as well as existing markets across the U.S. The brand is opening 14 locations in 2020, all of which will feature the updated design. Restaurants under construction in Hoover, Alabama, and Orlando, Florida, will be the first to unveil the new design and are scheduled to open in February 2020.

The design will include the following: 

• New dining areas and seating arrangement: Mooyah restaurants will now feature more community-minded seating areas with high-top tables. New build-outs will also showcase a flexible seating area where guests are able to move tables to accommodate larger parties, as well as a section of booth seating for those who want to stay for an extended period of time. Additionally, a bench will be added near pick-up order shelving so guest have a place to wait. 
• Purposeful third-party and to-go pick-up areas: In keeping up with consumer demand, Mooyah will provide a designated area for shelving that will hold pick-up and to-go orders.
• Closing off the kitchen: Up until now, Mooyah has featured open kitchens, but after gathering feedback and tapping into layout best practices, Mooyah will now close off the kitchens to create an improved experience, focusing on dining room elements.
• Going digital: All locations moving forward will feature digital menu boards as well as back-of-house kitchen display systems to enhance throughput and accuracy. 
• Logo refresh: Mooyah is updating its logo to a more streamlined, modern application, which will begin rolling out systemwide in January along with the remodeled locations.

Darden described the "new Mooyah" as offering a high-esteem experience, whether that be through dining in, to-go pick-up or delivery.

"We are confident this elevated design positions us extremely well to achieve our short- and long-term growth strategies as we partner with existing as well as new franchise owners," he said in the release. "We truly believe the alignment of design and experience with our second-to-none food quality gives us a competitive advantage across the industry."

In addition to the new locations opening with the design, 12 existing franchises will be remodeled next year. The will have the new look by the end of 2024, said Vice President of Brand Natalie Anderson Liu.

"We have come a long way since our founding in 2007, and we have always embraced change and adapted to our Guests' evolving needs, as evidenced by our Lifestyle Burgers that align with consumer trends,” she said in the release. "Converting all locations to our new, modern design and service model is critical to realizing the additional sales and traffic it will bring. Our high-quality, ridiculicious food has always set us apart from the competition, but now in adding this world-class design, our valued guests will truly be getting the best 'better burger' experience anywhere."

Mooyah, based in Dallas, is seeking potential franchise owners across the U.S. with targeted markets such as Atlanta, Houston, Las Vegas, Phoenix, Tampa and Charlotte.