July 26, 2025

The All-American Dream: From Navy Pilot to Restaurant President

The All-American Dream: From Navy Pilot to Restaurant President

Explore Doug Willmarth's inspiring journey from serving his country as a Navy pilot to leading MOOYAH Burgers, Fries, and Shakes. Learn how his leadership skills and passion for the restaurant industry have shaped MOOYAH's commitment to quality and the entrepreneurial spirit. This blog post expands on the insightful conversation we had with Doug on the latest episode of The Hospitality Hangout. You can listen to the full episode here: From Navy Pilot to Ironman Athlete: MOOYAH's President Serves Up the Best Tasting Cheeseburger | Season 9, Vol. 5. We delve into Doug's unique background, MOOYAH's dedication to quality and customization, their strategies for franchise growth, enhancements to their customer experience through technology, and how the brand embodies the American dream of entrepreneurship.

Introduction: From Naval Service to Restaurant Leadership

The restaurant industry is a dynamic landscape, constantly evolving and demanding leaders with vision, adaptability, and a deep understanding of both operations and customer experience. Doug Willmarth, President of MOOYAH Burgers, Fries, and Shakes, embodies these qualities. His journey is far from the typical path to restaurant leadership. It's a story that begins with a commitment to serving his country as a Navy pilot, a role that instilled in him the values of discipline, strategic thinking, and unwavering dedication. These values, seemingly disparate from the world of burgers and fries, have become the cornerstone of his leadership at MOOYAH.

Doug's transition from the cockpit to the boardroom is a testament to his ability to translate skills across different domains. The precision and focus required to pilot a high-performance aircraft are not so different from the attention to detail needed to ensure the quality of every burger that leaves the MOOYAH kitchen. His experience in the Navy honed his ability to make critical decisions under pressure, a skill invaluable in the fast-paced environment of the restaurant industry. Furthermore, his military service instilled in him a deep appreciation for teamwork and collaboration, fostering a culture of shared responsibility and mutual support within MOOYAH.

This blog post will explore how Doug's unique background has shaped his leadership style and influenced the strategic direction of MOOYAH. We'll examine the key initiatives he's implemented, from franchise growth programs to technology enhancements, and how these initiatives reflect his commitment to quality, customer satisfaction, and the entrepreneurial spirit. Just like our recent podcast episode, it is a story about leadership, innovation, and the pursuit of excellence in the restaurant industry. Keep reading to learn more.

Doug Willmarth's Journey: A Blend of Leadership and Passion

Doug Willmarth's journey to the helm of MOOYAH is a fascinating blend of leadership experience, a passion for the restaurant industry, and a deep-seated commitment to serving others. Before joining MOOYAH, Doug honed his skills in various leadership and marketing roles at renowned brands such as Frito-Lay, Chili's, and Pizza Hut. These experiences provided him with a comprehensive understanding of the restaurant business, from supply chain management and menu development to marketing strategies and customer engagement.

His time at these established brands allowed him to learn from industry veterans, observe successful strategies, and identify areas for improvement. He developed a keen eye for detail, a knack for understanding consumer behavior, and a talent for building high-performing teams. These experiences served as a valuable foundation for his eventual role at MOOYAH, where he could apply his knowledge and vision to shape the future of the brand.

However, Doug's passion for leadership extends beyond the boardroom. His background as a Navy pilot instilled in him a deep sense of responsibility and a commitment to excellence. He learned the importance of clear communication, decisive action, and unwavering dedication to the mission at hand. These qualities have translated seamlessly into his leadership style at MOOYAH, where he emphasizes teamwork, accountability, and a relentless pursuit of quality.

His passion for the restaurant industry stems from its unique ability to bring people together over food and create opportunities for entrepreneurship. He believes that restaurants play a vital role in their communities, serving as gathering places for friends and families to connect and share experiences. He also recognizes the entrepreneurial spirit that drives the industry, with countless individuals pursuing their dreams of owning and operating their own restaurants. Doug is committed to fostering this spirit within MOOYAH, providing franchisees with the support and resources they need to succeed.

Ultimately, Doug Willmarth's journey is a testament to the power of leadership, passion, and a commitment to serving others. His unique background and experiences have shaped him into a leader who is not only capable of driving business growth but also deeply committed to creating a positive impact on the lives of his employees, franchisees, and customers.

MOOYAH's Commitment to Quality and Customization

At the heart of MOOYAH's success lies an unwavering commitment to quality and customization. From the ingredients they source to the way they prepare their food, MOOYAH prioritizes quality at every step of the process. They use only the freshest, highest-quality ingredients, ensuring that every burger, fry, and shake is bursting with flavor.

Their burgers are handcrafted, using 100% Certified Angus Beef that is hand-smashed to order, creating a juicy and flavorful patty. Their fries are hand-cut from Idaho potatoes and cooked to crispy perfection. And their shakes are made with real ice cream and handcrafted to perfection. The attention to detail and commitment to quality are evident in every bite.

But MOOYAH's commitment to quality extends beyond just the ingredients. They also prioritize the way their food is prepared. Their cooks are trained to follow strict procedures and maintain the highest standards of hygiene. They take pride in their work and are dedicated to serving customers the best possible food.

In addition to quality, MOOYAH also emphasizes customization. They understand that every customer has unique preferences, and they strive to accommodate those preferences by offering a wide range of options. Customers can choose from a variety of proteins, including beef, turkey, and veggie burgers. They can select from a wide array of toppings, sauces, and cheeses to create their own unique burger experience.

This focus on customization allows customers to tailor their meals to their specific tastes and dietary needs. Whether they're looking for a classic cheeseburger or a gluten-free veggie burger with all the fixings, MOOYAH can accommodate their requests. This commitment to personalization sets MOOYAH apart from other burger chains and contributes to their loyal customer base.

The combination of high-quality ingredients, handcrafted preparation, and extensive customization options creates a truly unique and satisfying dining experience. It's what MOOYAH calls a "mouthful of awesomeness," and it's the driving force behind their success.

Franchise Growth Through Support and Incentives

MOOYAH's growth strategy is built on a foundation of strong franchise partnerships. The company understands that its franchisees are the key to its success, and it's committed to providing them with the support and resources they need to thrive. To further accelerate growth, MOOYAH has implemented innovative franchise owner incentive programs that are designed to attract new franchisees and help them achieve their business goals.

One of the most notable incentive programs is the royalty relief program, which provides new franchisees with three years of royalty relief. This significant financial incentive allows franchisees to reinvest in their businesses, hire more employees, and market their restaurants more effectively. It also helps them to navigate the initial challenges of starting a new business and build a strong foundation for long-term success.

In addition to royalty relief, MOOYAH also provides new franchisees with extensive corporate support. This support includes site selection assistance, training programs, marketing materials, and ongoing operational guidance. MOOYAH's experienced team of franchise experts works closely with franchisees to help them launch their restaurants successfully and maintain high standards of quality and customer service.

Another key component of MOOYAH's franchise growth strategy is its marketing support program. The company matches franchisees' marketing investments, providing them with additional resources to promote their restaurants and attract new customers. This collaborative approach to marketing ensures that franchisees have the tools they need to compete effectively in their local markets.

MOOYAH's commitment to supporting its franchisees is evident in its comprehensive training programs. New franchisees and their employees receive extensive training on all aspects of restaurant operations, from food preparation and customer service to inventory management and financial reporting. This training ensures that franchisees are well-equipped to run their businesses efficiently and deliver a consistent customer experience.

By providing strong support, financial incentives, and comprehensive training, MOOYAH is creating a franchise system that is attractive to entrepreneurs and conducive to growth. This strategic approach is helping the company to expand its footprint across the country and bring its "mouthful of awesomeness" to more and more communities.

Enhancing Customer Experience with Relaunched Rewards App

In today's digital age, technology plays a crucial role in enhancing the customer experience. MOOYAH recognizes this and has invested in a relaunched rewards app designed to improve ordering convenience and reward loyal customers. The new app features a streamlined interface, an intuitive ordering process, and a generous rewards program that offers free food to frequent diners.

The revamped ordering experience makes it easier than ever for customers to place orders online or through their mobile devices. The app allows customers to customize their meals, save their favorite orders, and track their rewards points. It also provides access to exclusive promotions and discounts, making it a valuable tool for both MOOYAH and its customers.

The shift to a food-based loyalty program aligns with customers' preferences and enhances their overall experience. Instead of earning points for every purchase, customers now receive free food after reaching certain spending thresholds. This simple and straightforward approach is more appealing to customers and encourages them to keep coming back for more.

The rewards app also provides MOOYAH with valuable data and insights into customer behavior. By tracking customer orders, preferences, and spending habits, MOOYAH can tailor its marketing efforts and personalize the customer experience. This data-driven approach allows MOOYAH to optimize its menu, promotions, and customer service strategies to better meet the needs of its customers.

The relaunched rewards app is just one example of how MOOYAH is using technology to enhance the customer experience. The company is constantly exploring new ways to leverage technology to improve ordering convenience, personalize the customer experience, and reward loyal customers.

By embracing technology and focusing on customer satisfaction, MOOYAH is creating a dining experience that is both enjoyable and rewarding. The relaunched rewards app is a testament to the company's commitment to innovation and its dedication to providing customers with the best possible experience.

Technology's Role at MOOYAH: A Strategic Approach

MOOYAH understands the importance of technology in today's restaurant industry, but it approaches technology adoption with a strategic and measured approach. Instead of being early adopters of every new technology, MOOYAH prefers to be a "fast follower," carefully evaluating new technologies before implementing them. They look for proven ROI solutions and leverage technology as an enabler, not the primary focus.

This approach allows MOOYAH to avoid the pitfalls of investing in unproven technologies that may not deliver the expected results. By waiting for other companies to test and refine new technologies, MOOYAH can learn from their experiences and make more informed decisions about which technologies to adopt.

MOOYAH's primary focus remains on delivering high-quality food and a great customer experience. They see technology as a tool to help them achieve these goals, not as an end in itself. They use technology to streamline operations, improve efficiency, and enhance the customer experience, but they never lose sight of their core values.

For example, MOOYAH uses technology to manage inventory, track sales, and optimize staffing levels. This helps them to reduce waste, improve efficiency, and ensure that they have the right amount of staff on hand to serve customers effectively. They also use technology to manage online orders, process payments, and provide customers with a seamless ordering experience.

But MOOYAH also recognizes the importance of human interaction in the restaurant business. They believe that friendly and attentive service is essential to creating a positive customer experience. They train their employees to use technology effectively, but they also emphasize the importance of building relationships with customers and providing personalized service.

By taking a strategic and measured approach to technology adoption, MOOYAH is able to leverage technology to improve its operations and enhance the customer experience without sacrificing its core values. This approach allows them to stay competitive in today's rapidly evolving restaurant industry while remaining true to their commitment to quality and customer satisfaction.

The American Dream: Entrepreneurship and Community at MOOYAH

MOOYAH embodies the American dream of entrepreneurship and community. The company provides opportunities for individuals to own and operate their own businesses, creating jobs and contributing to their local communities. MOOYAH franchisees come from diverse backgrounds and bring a wide range of skills and experiences to the table. But they all share a common desire to build successful businesses and make a positive impact on their communities.

MOOYAH's franchise system is designed to support entrepreneurs and help them achieve their dreams of business ownership. The company provides franchisees with extensive training, ongoing support, and a proven business model. This allows franchisees to focus on running their businesses and serving their customers, without having to worry about the complexities of starting a business from scratch.

MOOYAH also encourages franchisees to become active members of their local communities. Franchisees are encouraged to participate in local events, support local charities, and build relationships with other businesses in their communities. This helps them to build a strong customer base and create a positive reputation for their restaurants.

MOOYAH's commitment to entrepreneurship and community is evident in its partnerships with local organizations and its support for local initiatives. The company regularly partners with local charities to raise money and awareness for important causes. They also support local schools and youth sports teams, helping to create a positive environment for children in their communities.

By providing opportunities for entrepreneurship and supporting local communities, MOOYAH is not only building a successful business but also contributing to the fabric of American society. The company's commitment to these values is a testament to its belief in the American dream and its dedication to making a positive impact on the world.

Conclusion: MOOYAH's Recipe for Success

Doug Willmarth's leadership at MOOYAH Burgers, Fries, and Shakes exemplifies a blend of strategic vision, a commitment to quality, and a passion for fostering the entrepreneurial spirit. From his background as a Navy pilot to his extensive experience in the restaurant industry, Doug has brought a unique perspective to MOOYAH, driving innovation and growth while staying true to the brand's core values. The focus on high-quality ingredients, customization, franchise support, and strategic technology adoption has positioned MOOYAH as a leader in the competitive burger market.

MOOYAH's success is not just about serving great burgers; it's about creating a positive impact on the lives of its employees, franchisees, and customers. The company's commitment to community involvement and its dedication to providing opportunities for entrepreneurship reflect its belief in the American dream. As Doug shared in our podcast conversation, which you can listen to here: From Navy Pilot to Ironman Athlete: MOOYAH's President Serves Up the Best Tasting Cheeseburger | Season 9, Vol. 5, MOOYAH's recipe for success is a combination of great food, exceptional service, and a genuine desire to make a difference. By staying true to these principles, MOOYAH is well-positioned to continue its growth and success in the years to come.