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Doug Willmarth named president of Mooyah Burgers Fries & Shakes

Former Mongolian Concepts chief brand officer replaces Tony Darden

Lisa Jennings, Executive Editor

December 2, 2021

1 Min Read
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Plano, Texas-based Mooyah Burgers Fries & Shakes has named former Mongolian Concepts executive Doug Willmarth to the role of president, effective Thursday.

Willmarth, who served previously as chief brand officer for Genghis Grill-parent Mongolian Concepts for four years, replaces Tony Darden, who had been president and COO of Mooyah since May 2019, but left in June to join Jack in the Box Inc. as senior vice president and chief operating officer.

doug_MOOYAH.jpgA former Navy pilot, Willmarth, left, said he spent time in the packaged-food world of Kraft Foods and PepsiCo before moving into the restaurant industry. His background includes stints at Chili’s, Yum Brand’s Pizza Hut division and Wingstop.

He joins the 90-unit fast-casual burger concept Mooyah at a time of growth, and Willmarth said he plans to build on Darden’s work building profitability for franchisees. The almost entirely franchised chain signed development deals for 22 restaurants in the third quarter and is planning to add another 13 restaurants in 2022, Willmarth said.

“I’m fortunate to inherit a great team and a great company,” he said. “Our food is fantastic and we have a really loyal customer base.”

The next phase is unleashing growth, said Willmarth. “We need to tell our story and grow.”

Related:Mooyah opts for personal kiosks with their mobile app’s new dine-in mode

Contact Lisa Jennings at lisa.jennings@informa.com

Follow her on Twitter: @livetodineout

About the Author

Lisa Jennings

Executive Editor, Nation's Restaurant News and Restaurant Hospitality

Lisa Jennings is executive editor of Nation’s Restaurant News and Restaurant Hospitality. She joined the NRN staff as West Coast editor in 2004 as a veteran journalist. Before joining NRN, she spent 11 years at The Commercial Appeal, the daily newspaper in Memphis, Tenn., most recently as editor of the Food and Health & Wellness sections. Prior experience includes staff reporting for the Washington Business Journal and United Press International.

Lisa’s areas of expertise include coverage of both large public restaurant chains and small independents, the regulatory and legal landscapes impacting the industry overall, as well as helping operators find solutions to run their business better.

Lisa Jennings’ experience:

Executive editor, NRN (March 2020 to present)

Executive editor, Restaurant Hospitality (January 2018 to present)

Senior editor, NRN (September 2004 to March 2020)

Reporter/editor, The Commercial Appeal (1990-2001)

Reporter, Washington Business Journal (1985-1987)

Contact Lisa Jennings at:

Lisa.jennings@informa.com

@livetodineout

https://www.linkedin.com/in/lisa-jennings-83202510/

 

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