Mama Fu's Launches More Efficient Prototype

Nationally Expanding Asian "Flex-Casual" Concept Evolves in Booming Asian Segment

April 20, 2011 // Franchising.com // AUSTIN, Texas – As the booming fast-casual Asian dining segment continues to sweep the nation, Mama Fu's Asian House has further positioned itself as an industry leader with the launch of its new prototype.

The nationally expanding franchise, known for specializing in freshly prepared Asian cuisine, developed the new prototype in an effort to meet the increased system-wide growth of off-premise sales, comprised of take-out, delivery and catering. The prototype shrinks Mama Fu's footprint from 3,000 to 2,500 square feet, ultimately lowering upfront and ongoing occupancy costs while not hampering its ability to build sales across all revenue channels.

"As our company continues to grow and evolve, the more efficient prototype represents a unique opportunity for us to capture expanding segments of our business," said Randy Murphy, President and CEO of Mama Fu's. "Over the years, our off-premise revenue has grown to more than 40 percent of system-wide sales, and the new prototype allows us to further enhance our unit level economics."

Mama Fu's calculates that the new prototype will reduce start-up costs by $50,000, while reducing ongoing occupancy and utility-related operating expenses by $2,000 per month, on average. Additionally, interior seating has been reduced from an average of 94 to 82, efficiencies have been added to the back-of-house space, and point-of-sale areas have been redesigned to more easily allow service to both dine-in and off-premise customers.

"By evolving the structure and layout of our restaurants with this new prototype, we are creating an improved and more satisfying dining experience for our customers," added Murphy.

Mama Fu's, where 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.

Differentiating itself from other concepts in the fast-casual Asian segment, Mama Fu's offers delivery, catering and a unique "flex-casual" service model that includes a fast-casual approach to lunch, with a transition to relaxed, full service for dinner.

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

ABOUT MAMA FU'S ASIAN HOUSE®

The 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 locations open and operating, and since starting to franchise again in late 2010, is rapidly adding new and qualified franchise partners. For more information, contact (512) 949-3220 or visit www.mamafus.com.

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