Mama Fu's Sizzling in the Southwest

Asian "Flex-Casual" Concept Signs Six Unit Agreement for New Mexico and El Paso, Texas; Franchise Veterans Look to Further Expand the Burgeoning Brand

April 20, 2011 // Franchising.com // AUSTIN, Texas – The fast-paced, national growth of the fast-casual Asian dining segment continues to sizzle as Mama Fu's Asian House, an Austin-based restaurant specializing in freshly prepared Asian cuisine, announces the signing of an area development agreement for six restaurants in New Mexico and El Paso, Texas.

The multi-unit deal was signed with Mama's Alamo, LLC. The San Antonio-based restaurant development group, whose managing partners have more than 60 years of restaurant and franchise experience, is comprised of more than 70 units across seven states including such brands as Buffalo Wild Wings, Smashburger and Little Caesars, among others. Managing principles Allen Jones and Brian Padilla will be responsible for executing the agreement and developing Mama Fu's in El Paso, Texas, as well as various cities throughout New Mexico, including Albuquerque, Santa Fe, Farmington, Rio Rancho and Las Cruces.

"It's an exciting time for Mama Fu's as we continue to build the success of the brand and increase the momentum towards our national expansion goal," said Randy Murphy, President and CEO of Mama Fu's, adding that the signed deal is the fourth for Mama Fu's since late 2010, bringing the company total to 17 store rights en route to opening 130 restaurants system-wide over the next five years. "Mama's Alamo, LLC's partners clearly possess exceptional restaurant and franchise experience, and partnering with them positions Mama Fu's for success as we continue to grow in Texas and break into markets across New Mexico."

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.

"After experiencing the company's culture and solid infrastructure, it was evident that Allen and I were becoming part of a company that is on the up-and-up," said Padilla. "We believe the fast-casual Asian segment is still relatively untapped in west Texas and New Mexico, and we look forward to developing one of today's hottest concepts in the industry."

Differentiating itself from other concepts in the fast-casual Asian segment, Mama Fu's offers delivery and a unique "flex-casual" service model that includes a fast-casual approach to lunch, with a transition to relaxed, full service at dinner. Each Mama Fu's restaurant is typically 2,500-3,000 square feet, seats approximately 80-95 guests and employs 30-40 people.

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 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. For more information, contact (512) 949-3220 or visit www.mamafus.com.

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