Executive Insights - Interview with Alan Hixon, President of MOOYAH

MOOYAH has a very strong presence in Texas, which is where I’m from. I now live in Southern California, home of In-N-Out Burger, which is the revered brand here. After decades of remaining exclusively in SoCal, In-N-Out is making their move to Texas later this year, with the opening of a location in Rowlett, a suburb of Dallas. Where one of my sisters happens to live.

I recently met Alan Hixon, president of MOOYAH at a franchising conference, and wanted to find out how he felt about this move. It turns out Mr. Hixon has some fascinating insights into In-N-Out’s expansion into the Dallas area and what it means to MOOYAH, as well as the restaurant environment in Dallas, and why burgers never go out of style…

Q: In-N-Out is very well-known and adored in Southern California. How familiar are the folks in the Dallas area with the brand?

A: There’s definitely a following in this area. We have many California transplants, especially over the last few years, as well as people who have spent time in Southern California, so In-N-Out is a familiar brand here.

Q: Of all the cities in Texas, why do you think In-N-Out is launching in the Dallas area?

A: So many concepts start in Dallas. Many companies have national or regional headquarters in the area, and it’s a highly competitive environment. Dallas can be the true test of a concept, based on a number of factors, such as the demographics, the general size of the area, and the amount of money people spend on eating out.

From a concept perspective, a lot of people come in and out of Dallas to do business, and establish a hub here. If you are looking to grow across the map, either from east-to-west or west-to-east, Dallas/Fort Worth is one of the primary hubs for business in the country and the southwest. Since it is such a highly competitive market, if you can make it here, it gives you lots of confidence.

Q: What Texas city is the home of the first MOOYAH?

A: Plano.

Q: Can another entry in your category actually help MOOYAH differentiate itself from the competition?

A: In a way, if you look at it from an objective perspective, another competitor does continue to create awareness and expand the niche. It does provide the opportunity to continue to differentiate, and historically, in a category as broad as burgers, there’s lots of room.

Q: McDonald’s is one of the oldest franchises in the country, and still going strong. Yet there are so many successful competitors. To what do you attribute the enduring appeal of the burger?

A: I think there are a few reasons. For Americans, burgers are the ultimate comfort food – the perfect marriage between value and indulgence. Most of us have grown up with burgers being a regular part of our diet. Even with the foodservice struggles in 2008 and 2009, the burger category increased by three percent each year. No matter what, burgers appeal to most every palate and budget.