From Navy Wings to Sizzling Burgers: Doug Willmarth’s Trailblazing Journey!

Franchise Today

Doug Willmarth shares his career journey from being a navy pilot to finding his passion in marketing and the restaurant business, leading to various roles including chief marketing officer at Wingstop and President at Mooyah Burgers, Fries, and Shakes. With experience in brand management at companies like Kraft Foods and PepsiCo, Willmarth transitioned into franchising, gaining a deeper appreciation for its impact while at Wingstop. He later worked with Rave Cinemas and Pizza Hut before joining Mooyah, where he learned the intricacies of running a smaller company, preparing him for executive leadership. At Mooyah, Willmarth focuses on high-quality food, particularly burgers, fries, and shakes, adopting a specialization strategy akin to successful brands like Chipotle and Chick Fil A. He emphasizes the use of certified Angus beef and the importance of streamlined operations for consistent service across franchises. Despite challenges during the COVID pandemic, Mooyah thrived due to a robust digital and delivery infrastructure, without losing any franchisees, and even fostered stronger collaboration between franchisor and franchisees. Wilmarth discusses the success of franchisees from other brands like Freddy’s and McDonald’s, noting the trend towards multi-unit operations and the goal to open 16 to 18 new locations annually, eventually reaching 25 to 30. He acknowledges current labor market challenges post-COVID, such as cost and labor inflation, underscoring the need for flexibility and support for franchisees and the importance of employee development in the hospitality industry. As president of Mooyah, Willmarth encourages those interested in franchising opportunities to reach out for more information and expresses eagerness to share the brand’s delicious offerings over lunch, highlighting the rewarding potential of making a difference in communities through franchising.