Restaurants Find Less Is More (Profitable) When it Comes to Square Footage



When it comes to burgers, bigger is better. But when it comes to burger joints, some believe it’s better not to be too big.

Take MOOYAH Burgers, Fries and Shakes, a Plano, TX-based chain with a signature build-it-yourself, double-beef patty sandwich that is adding locations across the country. Bill Spae, CEO/president of MOOYAH says ‘big’ box is not necessarily the ‘best’ box to operate within.

MOOYAH has created two restaurant models: one for larger Tier 1 and 2 markets with higher incomes and density, and one for smaller Tier 3 markets. Its newest location in Frisco, TX, is opening in a few days.

“The largest we will build is 2,500 square feet, down about 300 feet from past units,” Spae said. “Our sweet spot for Tier 1 and 2 restaurants is 2,200-2,300 square feet. The smaller model is between 1,800 and 2,000 feet depending on the layout and availability to have usable outdoor seating.”

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