MOOYAH Burgers, Fries & Shakes, a fast-casual, “better burger” chain, is redefining the way that brands talk to fans by connecting with them directly in a digital landscape. In its most recent effort, the brand is using social channels, such as Facebook and Twitter, mobile and digital marketing as well as in-restaurant POP to direct its fans to place orders on its website or mobile app.
From September 23 to October 13, guests who place an order through MOOYAH’s website or mobile app at participating restaurants will be automatically entered to win a $100 MOOYAH gift card or a trip for two to one of four pre-packaged destinations. MOOYAH will award the gift card to one lucky winner each day, and the trip to one participant per week for the duration of the promotion. The weekly prize includes coach air tickets for two, five nights in a hotel, as well as airport transfers. Each package will also include $300 toward land tours or events, and destinations include San Francisco, Calif., Park City, Utah, Key West, Fla. and Washington D.C. The winners will be celebrated through MOOYAH’s Social Media channels. For a complete list of the official rules, please visit http://mooyah.com/tripsweeps.
“While engaging with our guests in our restaurants is vital to our success, we also want to put a prime emphasis on developing an effective channel for online communication,” said Alexis Barnett Gillette, director of marketing at MOOYAH, noting that they are also using in-restaurant POP to highlight the promotion. “The sweepstakes is another way to create buzz around our online presence and also thank our fans who are so committed to MOOYAH’s product and experience.”
Coming off the heels of MOOYAH Madness (a Facebook contest vote-off where all MOOYAH restaurants competed against each other to win free MOOYAH for the entire community for a day), which grew the brand’s Facebook page by 11,800 fans, the new promotion is part of an ongoing effort to engage with users online. The brand is seeing incredible success as a result of their efforts. While MOOYAH isn’t the biggest brand in the category, yet, it still boasts the highest number of fans per restaurant vs. some of its most recognizable competitors.
Facebook Likes on National Fan Page – as of September 18, 2013, delivered by 1851project.com:
- MOOYAH Burgers, Fries & Shakes (54 restaurants): 83,362 likes = 1,543 fans/restaurant
- BurgerFi (15 restaurants): 21,333 = 1,422 fans/restaurant
- Five Guys Burgers and Fries (approx. 1,000 restaurants): 904,029 = 904 fans/restaurant
- Smashburger (217 restaurants): 102,918 = 474 fans/restaurant
- Elevation Burger (30 restaurants): 12,959 = 431 fans/restaurant
“The fast-casual burger segment is very hot,” said Nick Powills, publisher of 1851. “Brands are fighting to stay ahead of each other. In the world of Social Media, MOOYAH can lead the pack in Social Footprint without having the largest restaurant base simply by listening to its Guests and communicating with them.”
MOOYAH has employed a “talk-with strategy” in which they use their Social platform to build loyal communities. When a new restaurant opens, MOOYAH launches a localized strategy to drive new fans, leverage the existing crowd and create engagement that praises positivity and solves frustrations. With the online ordering sweepstakes, the brand is taking its online communications to an entire new level by rewarding those who connect with MOOYAH online for the chance to win huge prizes. The brand will promote the sweepstakes socially, with a large drive on Facebook and Twitter, as well as support from Instagram and Pinterest.
“Our guests are highly connected in the digital space. They crave more and more digital interaction from us,” Barnett Gillette said, who added that the brand’s fans love the unique approach to dining that MOOYAH offers.
At MOOYAH, customization is king. Guests have the advantage of choosing from a variety of bread options, such as freshly baked white or wheat buns and hand-crafted lettuce wraps to accompany either the never-frozen 100 percent American beef patty, Jennie-O turkey patty or the mouthwatering veggie burger. Each gourmet burger creation comes with a selection of unlimited veggies and a choice of nine delicious sauces.
MOOYAH french fries come together in a six-step process that takes a total of 24 hours to completely prepare. A delightful combination of constant attention and a little magic help transform U.S. #1 Idaho potatoes into perfect, crisp-on-the-outside and fluffy-on-the-inside fries. Never one to forget dessert, MOOYAH offers handcrafted shakes, allowing guests to choose from classic flavors like vanilla and chocolate, or opt to make their own creations with toppings such as cookie dough, peanut butter cups and more.
For MOOYAH franchise information, please visit http://mooyah.com/franchise-info/.
MOOYAH Burgers, Fries & Shakes is a fast-casual, “better burger” concept serving mouth-watering made-to-order burgers, hand-cut French fries made from high-quality Idaho potatoes, and handcrafted 100-percent ice cream shakes. Founded in 2007, the Plano, Texas-based company only uses fresh, American lean beef and all-natural Jennie-O turkey burgers, buns baked in house, real cheeses and toppings made from garden-fresh ingredients. It offers online ordering, and a cookout trailer for corporate, social and fundraising events. MOOYAH has been ranked 1st overall in Restaurant Business’s 2013 Future 50 list, listed as No. 8 in Fast Casual Magazine’s annual Top 100 Movers & Shakers in 2013, a list they have been at the top of for several years in a row, and BurgerBusiness included MOOYAH in its list of “11 Burger Chains to Watch in 2011.” The brand was also recognized in USA Today’s Top 50 Franchises for Military Veterans in June of 2013. For more information on MOOYAH, its menu or franchising opportunities, please visit http://www.mooyah.com. Follow MOOYAH on Twitter @MooyahBurger and connect with MOOYAH on Facebook Fan page.