Mama Fu's Selects Buxton to Assist in Market Planning

Continued expansion will benefit from Site Selection analysis

June 14, 2011 // Franchising.com // FORT WORTH, TEXAS — Mama Fu's Asian House®, an Asianinspired, fast-casual restaurant serving made-to-order food, announced today the company will continue its expansion plans utilizing Buxton® to aid with site selection and market customer analytics. Buxton, a leading customer analytics firm, will assist with the restaurant's market expansion and analytics strategy.

"Mama Fu's is about to experience significant growth and we needed trustworthy, quantitative-based tools for customer profiling, si te selection and marketing," said Randy Murphy, president and CEO of Mama Fu's. "We selected Buxton because they not only had the most advanced product suite, but they were also able to deliver the capability we needed at an investment level appropriate fo r our company size."

"We are excited that Mama Fu's chose Buxton as their analytics and market planning partner," said Charles Wetzel, president and CEO of Buxton. "We are able to give the franchise executives access to household level data, segmentation , purchasing behavior and lifestyle characteristics, which will enable them to refine their growth and contribute to Mama Fu's continued success."

As part of this alliance, Mama Fu's joins a growing list of organizations utilizing SCOUT®, a web-based site selection and management application developed by Buxton. SCOUT can be used as a pre-screening tool for real estate location decisions and a comprehensive site management system.

About Mama Fu's Asian House

The Texas-based Murphy Adams Restaurant Group p urchased Mama Fu's Asian House from Raving Brands in March 2008 and has since retooled the brand for growth in the Asian segment. 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, 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 mamafus.com.

About Buxton

Since 1994, Buxton has been the industry leader in customer analytics for the retail industry. Its focus now includes heal thcare organizations, consumer packaged goods manufacturers and city governments. Buxton draws from its individual - and householdlevel data to determine lifestyles and buying habits to clearly identify an organization's best customers and find more like them anywhere in the U.S. Among its 1,900 clients are retailers Lowe's, Sally Beauty Supply, FedEx, Restoration Hardware and T.G.I. Friday's.

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