Rich Hicks and Todd Istre are the masterminds behind many a national food concept—from Rich's southwestern taco at Tin Star to Todd's spicy seafood dishes at Boudreaux's Cajun Kitchen. When the duo joined forces to create Mooyah, however, they cleared the tortillas and crawdads from their mind in order to focus on formulating a quintessential American burger.

Today, within scores of Mooyah locations throughout the nation, chefs bustle behind counters, grilling up burgers in accordance to Todd and Rich's formula. Cooks pile lean-beef, turkey, and veggie patties onto white or wheat buns before loading on cheeses and toppings of bacon, fried onion, and avocado. Meanwhile, freshly cut potatoes simmer in fryers, and blenders whirl with ice-cream shakes. Out in the dining room, tabletops and booths sit atop checkered floors beneath walls of chalkboards, where customers can write messages or draw portraits of what they wished they looked like, could they only grow a beard.