Mama Fu's 'Woks' Into Cleveland

By: Mama Fu's Asian House | 1 Shares 98 Reads

Asian Flex-Casual™ Concept Signs Three-Unit Agreement; Restaurant Pioneers Look to Further Expand the Burgeoning Brand

February 23, 2012 // 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 existing locations and 7-8 new store openings in the next 12 months, Mama Fu’s recently increased the number of restaurants it has in various stages of development to 31 with a three-store development agreement in Cleveland.

“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 which includes entering into strong, new markets like Cleveland,” said Randy Murphy, President and CEO of Mama Fu’s. “With these deals, we look forward to feeding the local appetite in Ohio and beyond.”

The most recent development deal has been signed with Shaw Concepts, LLC, led by husband and wife business and franchise industry experts, Mark and Lisa Shaw. Mark and Lisa have successfully opened and operated two Melting Pot franchises and bring a wealth of restaurant industry and development knowledge to Mama Fu’s.

The agreement arms the Shaws with the rights to open three Mama Fu’s restaurants in the Cleveland area.

“The quick-service Asian market is rapidly catching fire, and there are a growing number of chains currently carving out a new fast-casual Asian niche, Mark Shaw said. “Mama Fu’s has a fresh new look in the Asian market segment and we couldn’t be more excited about bringing the concept to Cleveland.”

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

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