Popular Burger Restaurant Offers Text Messaging for Speed and Convenience



PLANO, TX – January 16, 2008, MOOYAH Burgers & Fries, whose motto “Just Burgers, Just Fries, Just Better”, announced today it has partnered with revolutionary text-ordering provider, GOMOBO, to offer its guests the ability to text message their orders to any MOOYAH restaurant for speed and convenience.

“While text ordering on cell phones may still seem like a novelty, it’s one of the fastest-growing new segments in the fast-casual restaurant industry,” says Robert Andersen, president, MOOYAH Burgers, Inc. “Considering the number of cell phones and restaurants nationwide, and the increased need for speed and convenience, the growing popularity of text messaging makes sense for us at MOOYAH.

According to Noah Glass, founder and chief executive officer of text-ordering provider GoMobo, “We believe the market for text-ordering in the United States is huge,” he said. “Mobile phones are the most ubiquitous technology product in history, with over 233 million active mobile phone accounts in the U.S. alone.”

Text messaging has taken off in recent years, increasing from 22.8 billion text messages sent in the United States in 2004 to more than 158 billion in 2006. In addition to users between 18 and 25 years old, another large demographic are women older than 35.

“We have already had tremendous response from our new GOMOBO text-ordering service, said Andersen. GoMobo, which was featured on Good Morning America and The Wall Street Journal, currently works with over 200 restaurants in 8 major cities. “Our guests are excited to have multiple ways to order at MOOYAH, in person, fax, web ordering at mooyah.com or on their cell phone with GOMOBO.”

Text ordering is generally a simple process. Users typically send a designated keyword to a “shortcode” on their cell phone containing their favorite order, which is then sent to the restaurant. For example, with MOOYAH, local residents can set up their favorite orders, such as two MOOYAH burgers, fries and a soda and give it a favorite name (such as “mooyahfav”). Customers then can text their favorite to the shortcode to place their order and it will be waiting for them upon arrival to the restaurant. MOOYAH receives orders as if a customer ordered from the Web. For text ordering in general, funds normally are transferred to the restaurant with a stored credit card.

“We are reaching our customers who can now order before lunch and on the way home from work,” said Andersen. “When I think about moms of young kids, the ease of placing an order and being able to pull up curbside without having to bring their children in — that definitely has value,” Andersen said. “Plus, the free text-ordering service is a huge convenience instead of trying to find our restaurant’s phone number while driving."

With its simple and limited menu which offers burgers, fries, shakes and soft drinks, Mooyah’s team can emphasize speed of service without compromising the genuine interactions between guests and associates. “Ultimately our simple menu lets us deliver the “MOOYAH Experience” one guest at a time,” says Andersen.

MOOYAH Locations offering the text-ordering service:

Plano:
6400 West Plano Parkway, #100, Plano, TX 75093
972.403.8800 / fax: 972.403.8801
Hours: 11am-10pm, 7 days a week

Uptown:
2626 Howell Street Suite 100, Dallas, TX 75204
(Across from Quadrangle)
214.999.0059 / fax: 214.999.0049
Hours: 11am-10pm, 7 days a week

Addison:
5225 Beltline Road Suite 254, Dallas, TX 75254
(NE corner of Beltline & Montfort)
Phone: 972.661.3114 / Fax: 972.661.8667
Hours: 11am-10pm, 7 days a week

For Text-Ordering with MOOYAH
Guests must first join GOMOBO, please visit www.gomobo.com/join

About MOOYAH Burgers & Fries
MOOYAH Burgers & Fries, whose motto “Just Burgers, Just Fries, Just Better”, is a growing fast-casual burger franchise with a simplistic menu offering made-to-order hamburgers with 100% fresh American beef, (never frozen, no additive, fillers or preservatives), served on fresh daily baked buns, French fries hand-cut daily,(cooked in transfat free oil), and 100% pure ice cream shakes. Recently chosen as one of the restaurant industry’s “Top Fast Casual Restaurant Brands to Watch”, Mooyah, the popular Plano Texas based company, offers online and text message ordering, and a cookout trailer for corporate, social and fundraising events. Franchises are offered for this growing brand. For more information please visit please visit: www.mooyah.com

About GOMOBO
GoMobo is the leading remote mobile payments firm in the US. Founded in 2005, GoMobo has created a cross-carrier, payment card industry compliant mobile commerce system and applied it to the most frequent, routine, and mainstream transaction type: quick serve restaurant food ordering. GoMobo lets customers order and pay ahead online or with a text message and skip the line at busy quick service restaurants. GoMobo is the equivalent of EZ Pass for the quick service restaurant industry, optimizing throughput capacity for restaurants and increasing speed of service for customers. For more information please visit: GoMobo (www.gomobo.com)

Frequently Asked Questions:

How do MOOYAH customers place orders?
After joining GoMobo, MOOYAH customers may order three ways:
1. Online
2. Via Text Message
3. On the mobile web (from a web-enabled mobile phone)

How do I join GoMobo?
1. Set up your online GoMobo account with a unique password at www.gomobo.com

2. GOMOBO will send a special one-time registration code to your phone. Enter this code to link your mobile phone to your account.

3. Securely store your credit card information for your GoMobo account. This allows you to order via text message or online without having to re-enter your card information.

Is GOMOBO free?
Yes. GoMobo is always 100% free for customers, meaning you pay exactly the same ordering through GoMobo as you would if you stood in line at the restaurant. GoMobo is paid on a per-transaction basis by our restaurant partners for providing our service to their customers.

Note: If your cell phone provider charges for text messaging, they may charge you $0.05 - $0.10per text order (that's what "standard rates apply" means). But GoMobo doesn't charge any service fee for your text messages.

How do customers pay for GoMobo orders?
All GoMobo orders are prepaid. Customers can add a tip to any order for the restaurant staff. GoMobo customers store their credit card information on file and are charged once their order is accepted.

How does MOOYAH receive orders?
MOOYAH can receive orders by two methods:
1. On a computer connected to the internet with GoMobo’s proprietary software, which receives the customer's order and translates it into the fully customized details needed to prepare the order.

2. Through a fax machine, which receives the customer's order and prints the full details needed to prepare the order.

How does MOOYAH ensure no-one picks up the wrong order?
MOOYAH verifies each customer at pickup by requesting the last four digits of the customer's mobile phone number, which is listed on the GoMobo receipt.

How will customers know when to pickup their orders?
Once an order is received at the restaurant, a confirmation email or text message is sent to the customer indicating the estimated pick up time. These time estimates are determined by the food prep times provided to GoMobo by the restaurant.