Mama Fu's 'Woks' Into West Texas and San Antonio

Asian Flex-Casual™ Concept Signs 11-Unit Agreement;
Buffalo Wild Wings Veterans Look to Further Expand the Burgeoning Brand

September 22, 2011 // Franchising.com // AUSTIN, Texas – While consumer interest in Asian food continues to sizzle, Mama Fu's is confirming what it saw happening a few years ago and anchoring itself as the segment leader.

With 13 locations already open and operating throughout the United States, Mama Fu's recently increased the number of restaurants it has in various stages of development to 29, having signed an 11-store development agreement in West Texas and San Antonio.

"It's an exciting time for Mama Fu's as we continue to build on the success of the brand and increase momentum towards our national expansion goals," said Randy Murphy, President and CEO of Mama Fu's. "We look forward to feeding the local appetite in West Texas, San Antonio and beyond."

The most recent development deal has been signed with franchise veterans Ken and Steve Howard. The brothers possess a combined 65 years of experience in the franchise industry with such brand giants as Sonic Drive In and Buffalo Wild Wings. They currently own 15 Buffalo Wild Wings units in West Texas, Oklahoma and Arkansas.

The agreement arms the Howards with the rights to open 11 Mama Fu's restaurants. They have their sights set on Lubbock, Midland, Odessa, Amarillo, San Angelo and Wichita Falls in West Texas, as well as San Antonio.

"When we saw the activity with Panda Express, Pei Wei and now Chipotle, we wanted to do this quickly," said Ken, noting the growing number of chains currently carving out a new fast-casual Asian niche. "Mama Fu's has a fresh new look at the Asian market segment and we look forward to taking it to the next level."

Mama Fu's 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 salad, or try an extensive Gluten Free menu or just have any traditional menu item prepared wok-seared, a cooking method that reduces oils and starch.

Further differentiating itself from other concepts in the fast-casual Asian segment, Mama Fu's recently evolved its concept by introducing a new, smaller prototype that reduces building costs by over 10 percent. This improvement came on the heels of a complete brand overhaul that included a 20 percent start-up cost reduction, implementation of a delivery service and a Flex-Casual™ in-store service model that features counter ordering during lunch and full service at dinner.

For franchising opportunities, please contact David Boatright at franchise@mamafus.com, (512) 949-3211 or 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 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, with 29 stores in development. For more information, call (512) 949-3220 or visit www.mamafus.com.

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