(Food-Beverage-News.Com, January 31, 2013 ) Phoenix, AZ -- Many Americans pine for a burger that is more than just a quick filler on their way through a work day. While speed and modest pricing are important to the average foodie, the growing niche of those who concern themselves with the better-burger niche have prompted the creation of at least 50 U.S. Chain restaurants.
There is the Five Guys Enterprises LLC, which now has over a thousand outlets across the U.S.
Many other competing chains have less than 10 locations and are scattered across the country, according to the numbers from Technomic Inc., a restaurant research firm.
The food segment is likely set to see a rather large growth spurt that will spring forth within the next fiscal year. Despite that promising future, there are still some questions about what the landscape will look like when the expansion occurs.
Executives of the Frisco-based Mooyah Burgers, Fries, and Shakes are looking to boost restaurant counts by over 70%. The company clearly believes that Mooyah will be a brand that can hold up, though it is certain that not all who attempt such an aggressive expansion plan will succeed.
“Typically high growth of the segment is going to cause some of those smaller brands to go away,” said Bill Spae, who took over this month as president and chief executive of Mooyah.
“Mooyah has tremendous growth opportunity. … Now it’s a question of where do we grow, how do we grow and how aggressive do we want to grow.”
The average tab for a Mooyah's is $15, the better-burger niche, despite its pricier tallies often focuses more on portion size as well as quality of service and product.
Chicago-based Technomic had listed Mooyah as the 13th largest chain and the largest chain in North Texas. By 2012, the Smash Burger company had reached No. 2 in terms of total location, and has now looked to move into Mooyah's territory.
It is likely that the fighting within the “gourmet burger” sector will only grow as the market demand is filled in by the companies.
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