Background
In 2012, Robin and Johnathan Harrington, a husband-and-wife team from Texas, decided to invest in Mooyah Burgers, Fries & Shakes, an emerging better-burger franchise founded in 2007. They saw an opportunity to bring a premium, customizable burger experience to their local community while benefiting from the support of a growing franchise system.
The Challenges
- Competing with Bigger Names – The Harringtons had to stand out against Five Guys, Smashburger, and traditional fast-food giants in their area.
- Building Awareness for a New Brand – Mooyah was not yet a household name in their market, so community education and branding were critical.
- Operational Discipline – Like any new franchisee, they had to master supply chain management, staff training, and consistent service.
The Strategies
1. Hyper-Local Marketing
The Harringtons focused on grassroots marketing, including sponsoring local school events, youth sports leagues, and community fundraisers. This positioned their Mooyah as the go-to neighborhood burger spot.
2. Emphasis on Customization
Mooyah’s menu, which offers over a million burger combinations (from protein options to bun types), was highlighted in-store and online. Customers were encouraged to “build their own burger,” turning dining into an experience.
3. Family-Centric Culture
The Harringtons built a family-friendly restaurant vibe with free kids’ meal promotions on certain nights, further cementing customer loyalty.
4. Reinventing with Technology
They quickly adopted online ordering and delivery integrations ahead of many local competitors, capturing digital-first customers and boosting sales.
The Results
- Within three years, their first Mooyah location became one of the top-performing units in Texas.
- By 2016, the Harringtons opened a second and third location, growing into a multi-unit franchise group.
- Their community-focused model gave them a reputation as local leaders in both business and service.
- Sales grew steadily year-over-year, even during industry slowdowns, thanks to strong customer loyalty and diversified revenue streams (in-store, online, catering).
Key Lessons for Franchise Investors
| Lesson | Takeaway |
|---|---|
| Localize Your Marketing | Community involvement drives word-of-mouth and loyalty. |
| Leverage Brand Differentiation | Mooyah’s customization became their competitive edge. |
| Think Multi-Unit from the Start | Expanding early created economies of scale. |
| Adopt Technology Fast | Early adoption of online ordering boosted sales and resilience. |
The Bottom Line
The Harringtons’ story demonstrates how even in a crowded burger market, strategic local marketing, operational discipline, and a multi-unit vision can turn a single burger franchise into a thriving small business empire. Mooyah’s franchise model provided the structure, but the Harringtons’ execution made the difference.
How BurgerFranchiseMaster.com Helps
At BurgerFranchiseMaster.com, powered by Star Brands Consulting Group, we spotlight real franchisee journeys to inspire and guide investors.
We provide:
- Franchise Matchmaking with emerging and established burger brands.
- Growth & Expansion Planning for single-unit and multi-unit investors.
- Operational Guidance to help franchisees build consistency and profitability.
- Marketing Strategies to replicate success in any community.
If you’re ready to follow in the footsteps of successful Mooyah operators, BurgerFranchiseMaster.com is your go-to partner for smart franchise growth.
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