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MOOYAH Franchises: $840 Turnover and 20% Profit Margin

With 82 franchised restaurants in the US, even though MOOYAH is not the biggest burger and shake chain unlike Steak n Shake or Five Guys for example, it’s an interesting franchise opportunity due to its affordable cost, and profitability.

Indeed, you would need to invest a mere $633,500 to open a new location on average, which is much less than the average for US restaurant franchises ($1.6 million). But it’s also a profitable franchise: with an Average Unit Volume of $840,000, MOOYAH has a payback of 5 years which is very good.

So if you’re wondering which burger franchise you should go for as a franchisee, you should seriously consider MOOYAH.

In this article we’ve done all the grunt work by looking at the latest Franchise Disclosure Document to answer questions like: how much it really costs and how much profits you can realistically make with a MOOYAH franchise. Let’s dive in!

MOOYAH franchises: key figures

Franchise fee$40,000
Royalty fee6.0%
Marketing fee3.0%
Investment (mid-point)$634,000
Average sales$841,000
Sales to investment ratio1.3x
Payback period*5 years
Minimum net worth$1,000,000
Minimum liquid capital$500,000
* using 15% net profit margin
MOOYAH franchise business plan template

Download the MOOYAH franchise business plan

📗 Updated with Franchise Disclosure Document

📊 5-year pro forma financial model

📞 Free support

What is MOOYAH?

MOOYAH Burgers, Fries & Shakes is an American fast casual restaurant chain known for its hamburgers, French fries, hot dogs, soft drinks, and shakes. 

In addition, it offers “lifestyle burgers” for Keto, Paleo, low-calorie, vegetarian, or gluten-free diets.

The chain was founded in 2007 in Plano, Texas, by American veterans Rich Hicks and Todd Istre, where it is headquartered.

MOOYAH began franchising in 2007 and currently has 82 locations in the US.

MOOYAH franchises pros and cons


  • Pre-opening training: The brand offers its franchisees extensive training to equip them with knowledge about its procedures and operations. Its management and staff training program consists of 175 on-the-job hours of training and 26 classroom hours.
  • Marketing support: The franchisor has a vibrant marketing and advertising strategy. Franchisees benefit from national media, regional advertising, loyalty program apps, website development, social media, and local store promotional campaigns to create awareness and public relations.
  • Franchise support: With an experienced management team, the brand offers its franchise owners systems and guidance on how to establish and run a successful restaurant. Franchisees also get professional advice on best management practices from a network of successful franchise owners.
  • Real estate and construction support: The brand helps its franchisees identify a convenient business location in terms of high traffic and future potential growth. Also, it provides them with restaurant designs, layout plans, construction, and lease negotiations.
  • Ongoing operational support: MOOYAH Burgers, Fries & Shakes continues to support and mentor its franchisees after the grand opening to ensure that operations run smoothly. It offers them field operations, meetings and conventions, periodic franchise reviews, accounting and financial coaching, security and safety procedures, and annual meetings.
  • Absentee ownership allowed: The MOOYAH Burgers, Fries & Shakes franchise presents a passive investment business opportunity. Franchisees can operate the franchise alongside their jobs and other obligations.
  • Exclusive territory protection: The franchisor grants its franchisees the right to operate in a fixed area development market defined in its franchise agreement. It does not authorize any other franchises or operate competing channels or brands in the allocated area.


  • No direct financing: The brand does not offer direct or indirect franchise financing for start-up costs, equipment, inventory, or trade fixtures.
  • Not a part-time business: The franchise is not a part-time or side business. Franchisees must operate on a full-time basis following the franchisor’s operating hours.
  • Competition: The brand faces stiff competition from well-established brands such as Burger King, Wendy’s, Sonic Drive In, Johnny Rockets or BurgerFI to name a few

How much does it cost to own a MOOYAH franchise?

On average, you may need to invest around $633,540 to open a new MOOYAH restaurant.

As the investment amount is an average, it will change depending on some factors like your location, restaurant size, etc. According to the latest Franchise Disclosure Document, the investment required can be as low as $551,918 and as high as $715,161.

MOOYAH franchises startup costs

The initial investment covers all the essential startup costs you may need to pay for starting a MOOYAH franchise. In addition to an initial franchise fee of $40,000, the investment covers the following startup costs:

  • Formation Costs: security deposits, licenses & permits, leasehold improvements, furniture, fixtures, equipment, signage, professional services, initial training expenses, computer system, etc.
  • Initial Marketing: grand opening promotional expenses
  • Operating Costs: rent, insurance, initial inventory & supplies, uniforms, and working capital for first 3 months.
Type of costLowHigh
Initial Franchise Fee$40,000$40,000
Formation Costs$475,468$610,161
Initial Marketing$1,000$5,000
Operating Costs$35,450$60,000
Source: Franchise Disclosure Document 2021
MOOYAH franchise business plan template

Download the MOOYAH franchise business plan

📗 Updated with Franchise Disclosure Document

📊 5-year pro forma financial model

📞 Free support

What’s the turnover of a MOOYAH franchise?

On average, a MOOYAH franchise makes $840,904 in sales (Average Unit Volume) per year.

The sales number is the annual median sales of 62 franchised restaurants operating in 2020. Indeed, there were a total of 77 franchised restaurants at the end of 2020, but 66 of them were operational for the whole year.

COVID impacted MOOYAH franchises’ sales in 2020, but eventually, they started bouncing back at the end of 2020.

Source: Franchise Disclosure Document 2021

How profitable is a MOOYAH franchise?

We estimate that an average MOOYAH franchise makes $226,203 in profits per year. This represents a 27% profit margin (adjusted EBITDA margin).

The 27% adjusted EBITDA margin is in line compared to similar franchises as per our intelligence (~25-27% industry average). This is mostly because prime cost is in line with the industry (prime costs represent 56.1% of sales vs. ~54% for restaurant franchises on average as per our intelligence).

Note that we had to use the industry average for rent cost (8% sales) as MOOYAH does not provide any information regarding rental costs in its Franchise Disclosure Document.

Profit and lossAmount% of sales
Royalty + marketing fees$(75,681)9.0%
Adjusted EBITDA$226,203~27%
* industry average

Should you invest in a MOOYAH franchise?

To answer that question we must look at the payback period, as in the time it takes for a franchise to repay the initial startup costs with the profits generated by the business itself.

On average, we consider a restaurant franchise to be a good investment if the payback period is below 6 years. Anything below 4 years is excellent.

For MOOYAH, we found the payback period is 5 years on average, which makes it a great franchise investment. To estimate this number, we assumed a 15% net profit margin, which makes sense in light of the 27% adjusted EBITDA margin calculated earlier.

MOOYAH franchise business plan template

Download the MOOYAH franchise business plan

📗 Updated with Franchise Disclosure Document

📊 5-year pro forma financial model

📞 Free support

How does it compare vs. other franchises?

FranchiseInvestment ($)Sales ($)Payback (years)Min. net worth ($)Min. liquid capital ($)
Dunkin' Donuts,0001,056,5211.44.9500,000250,000
Krispy Kreme,0003,400,0004.11.62,000,000300,000
Little Caesars,022,850798,1130.88.5350,000150,000
Steak 'n Shake, Milshakes815,6261,346,3321.74.01,500,000500,000
Crumbl Cookies,2241,582,0903.12.1300,000150,000
Taco Bell,4131,650,0003.61.91,500,000750,000
Smoothie King,108573,2690.88.0300,000100,000
Jersey Mike's,3231,220,5862.14.7300,000100,000
Nothing Bundt Cakes,6501,307,2802.42.7600,000150,000
Jimmy John's,650874,8451.73.9300,00080,000
Texas Roadhouse,209,5002,955,5340.79.5n.a.200,000
Kung Fu Tea tea250,125353,2371.44.7n.a.25,000
Burger King,242,9501,215,9701.06.81,500,000500,000
Sonic Drive-In,467,0831,617,0001.16.01,000,000500,000
Panera Bread,290,5002,599,4321.15.97,500,0003,000,000
Pizza Hut,575906,9111.06.9700,000350,000
Dairy Queen Cream1,404,2201,143,1800.88.2750,000400,000
Jack in the Box,195,8001,755,5030.812.51,000,000250,000
Papa John’s,6951,101,1273.12.1750,000250,000
Five Guys,2251,203,3662.42.8500,000250,000
Carl’s Jr.,860,3351,419,5160.88.71,000,000500,000
Baskin-Robbins Cream465,100316,8150.79.8250,000125,000
Applebee’s American5,137,9662,356,9650.514.51,000,000500,000
Denny's American3,785,4591,639,5490.415.41,000,000500,000
Papa Murphy's,174580,4411.35.0275,000125,000
Auntie Anne's,692343,1351.55.6300,000100,000
Firehouse Subs,186888,3561.44.6350,000100,000
Tropical Smoothie Cafe,500961,9692.23.0350,000125,000
Marco’s Pizza,625895,5232.03.3400,000100,000
Cold Stone Creamery Cream310,956417,5881.35.0250,000100,000
Church’s Chicken,195,1471,395,0881.25.71,000,000300,000
Moe’s Southwest Grill,3701,013,3611.35.21,000,000100,000
Tim Hortons,242,7501,188,2401.07.0500,000100,000
Checkers & Rally's,8471,039,7731.25.4750,000250,000
Charleys Philly Steaks,806786,2331.54.3500,000100,000
Buffalo Wild Wings,546,9002,534,1480.79.31,500,000750,000
Rita's Ice Cream215,839248,3401.25.8300,000100,000
A&W Restaurants,750851,2121.16.2350,000150,000
Hungry Howie’s Pizza,682806,8991.93.5750,000200,000
McAlister’s Deli,424,9631,865,8611.35.11,000,000500,000
Round Table Pizza,2501,037,8161.35.0500,000200,000
Qdoba Mexican Eats,250972,9621.54.5
Taco John’s,119,0001,124,9801.06.61,000,000400,000
Scooter’s Coffee,143,250797,1010.79.6500,000200,000
Einstein Bros. Bagels,075885,0111.25.71,000,000536,500
Great American Cookies,275452,7711.25.7250,000100,000
Wienerschnitzel dogs873,300880,9801.06.6600,000250,000
Blaze Pizza,4501,096,4321.37.9500,000300,000
Wetzel's Pretzels,571748,8572.03.4300,00050,000
Pizza Ranch,268,3001,174,0880.418.61,000,000297,000
Del Taco,406,8501,345,3411.07.02,000,000500,000
Schlotzsky’s, Salads1,102,9331,053,3330.322.21,000,000300,000
Captain D’s,7781,067,8160.419.01,000,000350,000
Biggby Coffee,575648,3520.320.0300,000100,000
Which Wich,375281,8860.322.2500,000150,000
Marble Slab Creamery Cream407,360251,0520.416.7250,000100,000
Mountain Mike's Pizza,900865,7130.320.0300,000100,000
Huddle House,743712,4280.513.3600,000300,000
L&L Hawaiian Barbecue,350612,9210.333.3500,000150,000
Chicken Salad Chick, Salads651,0001,202,0200.320.0750,000250,000
Golden Chick,975917,6092.52.62,000,000425,000
Waba Grill,000466,5361.06.51,000,000250,000
Bruster’s Ice Cream Cream663,925466,6960.79.5375,000150,000