Restaurant Hospitality: How MOOYAH Burgers, Fries & Shakes Uses Data to Successfully Expand

Knowledge is power, and in the highly competitive QSR and fast casual restaurant category of franchising, every insight counts. Data is king in our technological age - but how do you make that data work for you?

MOOYAH Burgers, Fries & Shakes has been on the cutting edge of informing their marketing efforts and catering to their guests by utilizing a treasure trove of data, as reported in a recent article in Restaurant Hospitality.

“The biggest benefit of data-driven marketing is that it drives sales and gets more from existing guests,” Natalie Anderson Liu, Vice President of Marketing for MOOYAH, told Restaurant Hospitality. “Having data takes everything to the next level, and guests receive communications that makes sense. For example, a guest will only receive promotions about family events if they’ve purchased family meals in the past.”

In order to gain a competitive edge in the better burger category, the fast-growing brand (which just celebrated their landmark 100th location opening) hired an in-house data specialist two years ago and launched a new mobile app in March.