How Google Ordering Is Helping MOOYAH Burgers, Fries & Shakes Increase Revenue and Win Over New Fans

Fans of MOOYAH Burgers, Fries & Shakes, the Plano, Texas-based, “better burger” franchise, may have found an answer.

Google food ordering

In December, the chain launched Google Food Ordering, which allows easy, one-click ordering directly from the Google results page as a new sales channel for most of its 86 restaurants. Guests can choose to pick up the order themselves, or have it delivered, powered by DoorDash.

And how’s this for quick results: The easy-to-integrate platform is already a massive hit with Guests and Franchise Owners, who’ve seen solid sales lifts thanks to new Guests brought in through the platform.

The super-streamlined system allows Guests who are in the mood for, say, one of MOOYAH’s big, meaty Double Diablo burgers to simply Google “MOOYAH.” The nearest location pops-up in a branded section on the Google results page featuring that location’s current menu and prices. Guests can order straight from the search page — no more switching over to a third-party app to complete the transaction.

Not only is the system easy to use for brand fans and new consumers alike, but Google Food Ordering is also fully integrated with MOOYAH’s Olo ordering digital platform, which tackles the hassle of integration for Franchise Owners. After they fill out a simple web-based form, Google orders will begin to flow into Olo.

“We’re focused on making ordering from MOOYAH as easy as possible,” said Natalie Anderson Liu, MOOYAH’s Vice President of Brand. “The beauty of our Google integration is that they may never have heard of MOOYAH, but found us organically by searching for delicious burgers near them. Our restaurant teams work really hard to earn 5-star Google reviews, which makes it a no brainer for new Guests to choose MOOYAH when they see our ratings, which average 4.6 brandwide. We are thrilled with the program!”

New customer growth

Since launching, the Google Food Ordering system is bringing in new digital Guests: 80% are new to MOOYAH’s online ordering, and since launching in December, 3% of orders have come from the Google Food Ordering platform and that number is growing.

Josh Bergeson, a multi-unit Franchise Owner with four stores in the Madison, Wisconsin area, is pleased with the results so far.

“I think we're running an average of an extra $500 to $800 per store per week through Google orders. It’s been as high as $1,000 at one store,” Bergeson said.

“Orders come straight into our POS, and then to our kitchen printers, so there aren’t any extra moving pieces,” he said. “So, for the small commission that we pay to Google to use the service, it really is seamless.”

There’s another benefit, he says. “The cool thing is that 80 to 90% of the Google orders are from new Guests,” said Bergeson. “We can tell because the Google orders come through our existing online ordering system, and we can cross reference emails.”

Review initiative impact

The implementation of Google took some planning. Because Google also displays Guest reviews, the brand knows how important it is to make the world aware of its high-quality food and service.

In 2019, the corporate team began a 5-star review initiative. It incentivized Team Members who were mentioned in 5-star reviews with rewards. The plan worked.

“Fast forward to Q4 of 2020, when we turned on Google Food Ordering, our restaurants now have close to two years’ worth of positive reviews with a focus on great service,” said Anderson Liu. “That also means Google ranks us higher than competitors,” she said.

The end result: “We’re now at a place where not only do we have great reviews, but Guests can just click a button to place an order for delivery or pick-up,” said Anderson Liu. “It’s a beautiful thing.”

With Google Food Ordering, the distance between consumers and a delicious MOOYAH burger has never been closer.