Mama Fu’s Eyes 2012 as Year of the Asian Cuisine Takeover

Asian Flex-Casual™ Concept Further Expands Presence within the Fast-Casual Industry

February 15, 2012 // Franchising.com // AUSTIN – Mama Fu’s Asian House continues to prove that Asian cuisine is flourishing across the nation. As the fast-casual segment of the restaurant industry continues to sizzle, Texas-based Mama Fu’s continues to position itself as a leader in the industry and is leveraging operational changes for strong growth in 2012.

Poised for significant unit growth in 2012, Mama Fu’s looks to add to its 13 existing locations by opening 7-8 new franchise stores in the next 12 months. Mama Fu’s also recently increased the number of restaurants it has in various stages of development to 31, after signing a three store development agreement in Cleveland, Ohio, a formerly untapped market for the company.

“The escalation of the fast-casual sector of the restaurant industry has put Mama Fu’s in a favorable position for carrying out our strategic nationwide growth initiative,” said Randy Murphy, President and CEO of Mama Fu’s. “As we move through 2012, we look forward to introducing whole new parts of the country to Mama Fu’s.”

Throughout the last 12 months, Mama Fu’s has implemented new systems to assist in franchise growth, including a new prototype restaurant that shrinks the restaurant footprint from 3,000 to 2,500 square feet in an effort to meet the increased system-wide growth of off-premise sales, comprised of take-out, delivery and catering. As a result, building costs are reduced by more than 10 percent, as well as reductions in ongoing occupancy cost.

In addition, with a growing demand for a flexible service format among the restaurant industry, Mama Fu’s trademarked “flex-casual” concept has remained a successful method for creating convenience for the guests by offering counter service by day and table service by night.

“It is critical for us to accommodate the growing needs of both our restaurant guests and our franchisees as we continue to position ourselves as the leader of the Asian cuisine segment of the fast casual industry. In order to successfully grow, you must be willing to evolve your business model and we feel that these operational changes are positioning us for success,” Murphy added.

On February 1, 2012, Mama Fu’s officially launched its latest innovation, The Black Market Menu. The new menu features items not listed on the regular menu, such as Egg Drop Soup, Vietnamese Pho Rice Noodle Soup, Bangkok Green Curry, and Báhn Mì Sandwich, and is intended for guests who know to ask for these items. The menu will rotate approximately every quarter.

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 or those with dietary restrictions can also choose from an extensive Gluten Free menu or just have any traditional menu item prepared wok-seared, which is an even healthier cooking method for preparing meals.

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 31 stores in development. For more information, call (512) 949-3220 or visit www.mamafus.com.

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