Signaling its intention to shift expansion into a higher gear, Plano, Texas-based Mooyah Burgers & Fries adds chain-management depth with today’s announcement of the hiring of Alan Hixon as the its president. Rich Hicks, co-founder (with Todd Iste) of the seven-location concept, said Hixon’s “proven record of strategic vision, brand building, financial management and operational success” will help develop the no-frills-burgers brand into a national player. Hixon previously served as president-COO of the Freebirds World Burrito chain, which was acquired by Tavistock Restaurants in 2007.
The Mooyah motto sums up the fast-casual concept’s market positioning: “Just Burgers, Just Fries, Just Better.” The menu includes the signature Mooyah Burger (fresh, never frozen), the Mooyah Junior, Turkey Burger Veggie Burger and Grilled Cheese. Customers can choose among 18 condiments, including steak sauce and Buffalo sauce. The fries are cut on-site and beverage choices are limited to shakes, soft drinks and bottled water.
The simple/high-quality/fast approach made In-N-Out Burger a West Coast cult favorite and is working quite nicely for Five Guys Burgers and Fries and other retro-minimalist concepts. Mooyah soon will open in Pearland, Frisco, Euless and Watauga, Texas, and intends to keep growing–with both company-owned and franchised stories–from there, Hixon says.
Hixon says his first tasks are to create a detailed strategic plan for moving Mooyah Burgers from the entrpreneurial stage to the expanionist. That includes defining and refining the brand’s culture and developing an infrastructure for growth.