DALLAS Mooyah Burgers & Fries has opened its ninth location, which features a new prototype and decor, in the Dallas suburb of Watauga.
“In this business, you have to deliver a complete experience," said Alan Hixon, who was named president and chief executive of Mooyah in March. He is the former president of Freebirds World Burritos.
The Watauga unit, which opened April 20, features newly designed murals and artwork that will be employed in future locations and added to existing units.
"This is our first step in enhancing this brand: creating this new, artistic environment," Hixon said. "We are in the entertainment business in addition to being in the food business. We want to have our own magic within our own four walls.”
Mooyah, which debuted in Plano, Texas, in 2007, has opened five stores in the past six months. The company has units in the Austin, Dallas and Houston markets. It has three more locations scheduled to open over the next three months.
Contact Ron Ruggless at [email protected].