Mama Fu's Asian House Franchise 'Heats Up' Sunset Valley

Pan-Asian "Flex-Casual" Concept Opening New Restaurant; Meets Consumer Demand for Fresh, Healthy Foods in Southwest Austin

October 20, 2010 // Franchising.com // AUSTIN, Texas – Mama Fu's Asian House is feeding the demand for healthy dining options, variety and convenience, bringing its sizzling Pan Asian concept to Sunset Valley with its newest location opening soon in Southwest Austin on Full-screenBrodie Lane, near Academy and Buy Buy Baby.

Already one of the hottest Asian concepts in Austin and successfully operating thirteen locations, the Sunset Valley restaurant is the seventh location to open in Central Texas. With an expected opening date in early December, this is part of an aggressive growth plan to continue to expand its unique flex casual concept and menu throughout Texas and the United States.

"We're incredibly excited about opening our newest location in Sunset Valley, and look forward to building upon our existing success in our home town of Austin, as well as other regional and national markets," said Randy Murphy, President and CEO of Mama Fu's. "Mama Fu's is feeding the local appetite with fresh, high quality pan-Asian food that is made to order in a warm, welcoming environment. Combined with delivery, take-out, online ordering and catering, Mama Fu's is a convenient and delicious option for every dining occasion."

Mama Fu's, where Pan-Asian meets fast and fresh, offers consumers convenience, value and unique flavors with its high quality, made-to-order Asian-inspired food. With a contemporary and user-friendly menu that allows customers to navigate their options more easily, guests can choose between a rice dish or noodle bowl, as well as their protein of choice, from a selection of Chinese, Thai, Japanese, Vietnamese and Korean menu options. More health-conscious customers can order a Steam Bowl or have their protein prepared wok-seared (a cooking method that reduces oils and starch), and a robust Gluten Free menu is offered as well.

Mama Fu's introduced a new prototype in 2009 that reduces building costs by over 20 percent, streamlines the construction process and enables franchisees to better serve their customers. In addition, Mama Fu's has judiciously used technology to reduce costs and increase revenues, retooled its food and beverage menu, and implemented a unique "flex-casual" service model that includes a fast casual approach to lunch, with a transition to relaxed, full service at dinner.

"Our flex-casual service model allows us to cater to customer service preferences for each day part, while increasing check averages and without raising prices or slowing table turns," Murphy added. "Mama Fu's offers something that, until now, was not available in the franchise marketplace – very good Asian food in a contemporary, flex-casual setting with additional revenue drivers such as online ordering, delivery, catering."

Each Mama Fu's restaurant is typically 3,000 square feet, seats approximately 95 guests and employs 35-40 people.

For franchising opportunities, please contact David Boatright at franchise@mamafus.com or call (512) 949-3211or visit www.mamafus.com

ABOUT MAMA FU'S ASIAN HOUSE®

The Austin, Texas based Murphy Adams Restaurant Group purchased Mama Fu's Asian House from Raving Brands in March 2008. Mama Fu's specializes in freshly prepared Pan-Asian cuisine and offers a unique "flex casual" service model that includes a fast casual approach to lunch, with a transition to relaxed, full service at dinner. Combined with delivery, take-out, online ordering and catering, Mama Fu's is a convenient and delicious option for every dining occasion. The company currently has 13 units operating. For more information, contact (512) 949-3220 or visit www.mamafus.com.

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