Mama Fu’s Announces its Largest Franchise Deal: Company to Expand into Houston
Asian Flex-Casual™ Concept Signs 18-Unit Franchise Deal;
Buffalo Wild Wings Veteran Looks to Further Expand the Burgeoning Brand
May 17, 2012 // Franchising.com // AUSTIN, Texas – On the heels of the company’s recent MenuMasters Award and recognition as a top mover and shaker by FastCasual.com, Mama Fu’s Asian House is continuing to make big strides and has recently signed its largest franchise agreement to date, bringing the brand to the Houston market.
The agreement calls for 18 Mama Fu’s restaurant locations to open in Houston, marking the company’s growth into its largest metro area to date, and adding to many other territories in Texas being developed such as San Antonio, El Paso, West Texas, Central Texas, and the corporate market of Austin. The newly signed deal is part of a nationwide development plan for the brand to open 8-10 new stores in the next 12 months, and increases the number of Mama Fu’s restaurants in various stages of development to 49.
“We’re extremely excited about signing this 18-unit agreement in such a significant market like Houston,” said Randy Murphy, President and CEO of Mama Fu’s. “We couldn’t be happier that franchising veteran Steve Chappelear is leading our development there. Steve is well-versed in the franchise restaurant industry, and we’re confident that his experience will lead to great success in the market.”
Steve Chappelear, of Schapp’s MF Holdings, LLC, is a franchise operator and executive with more than 15 years of experience operating eight Buffalo Wild Wings franchise units in Houston. Chappelear has the longest operating tenure for Buffalo Wild Wing’s franchises in Texas and played an instrumental role in that brand’s development in Houston and regionally.
“I’ve been in the franchising industry for quite some time, and I knew I wanted to bring a new brand to Houston,” Chappelear said. “I was really impressed with the Mama Fu’s leadership and the personal attention they gave to franchisees. I have no doubt that this brand will be successful both in Houston and nationwide.”
Mama Fu’s, where Asian meets fast and fresh, offers guests convenience, value and unique flavors with its high quality, made-to-order Asian-inspired food. With a contemporary and user-friendly menu that allows guests 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 guests can order a Steam Bowl or salad, or have their protein 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 firstname.lastname@example.org, (512) 949-3211 or visit 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 49 stores in various stages of development. For more information, call (512) 949-3220 or visit mamafus.com.