Longtime Wisconsin Subway franchisees Ashraf Noorani and Punit Jaiswal are opening the first MOOYAH Burgers, Fries & Shakes franchise in the Milwaukee area on December 14. The new store will be in the latest addition to the Brookfield Square shopping mall on Moorland Road.
Noorani and Jaiswal underwent a week of training for their new franchise in Dallas, during which they ate burgers each day. According to Jaiswal, the partners actually didn’t get tired of eating burgers for an entire week. The MOOYAH patties’ special seasoning and all the options and sauces available are partly what convinced Noorani and Jaiswal to get into the fast-casual burger business in the first place.
The two new franchisees have already signed with MOOYAH to open four more locations in the next four to five years. They’re planning to target what Jaiswal refers to as the "corners around Milwaukee," such as South Milwaukee and Menomonee Falls. They’ve also retained the rights to expand into the City of Milwaukee itself if their first locations perform well.
Fast-casual restaurants have seen a lot of growth over the last few years, with service, products and ingredient quality being the characteristics that set all these franchise opportunities apart. Despite all the competition, Mooyah has an ambitious expansion plan for the country. The franchise business already has multiple locations around and in Madison, and they are looking for franchisees in other areas of Wisconsin.
Noorani spoke about what she believes gives MOOYAH its edge over the competition: variety. Mooyah's menu features items such as black bean veggie burgers, "icebergers" that use lettuce as the wrapping instead of a bun, and a wide range of sauces.
About MOOYAH Franchise:
MOOYAH Burgers, Fries & Shakes franchise business is part of the "better burger" fast casual trend that has lit up the fast-casual industry and aims to tap into the consumer trend for higher-quality fast food options. All burgers at the chain are served made to order and feature quality ingredients such as 100 percent American beef and all-natural turkey on freshly baked buns.
Currently, Mooyah has 81 open locations in the United States and internationally, with the franchise eyeing aggressive but strategic expansion for the future. Based in Texas, MOOYAH is actively seeking new franchisees elsewhere and has just signed leases in the Greater Boston areas of Jamaica Plain and Northborough. The franchiser is looking to add another 20 locations in the next five years.
Last year, MOOYAH's then-acting CEO, Rich Hicks, told the Dallas Business Journal that MOOYAH's growth plan is profitable yet controlled expansion that will be domestic at first. At this time, the most locations are in the state of Texas, where MOOYAH is based. The chain, which was co-founded by Hicks, started in the state in 2007.
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