As Mama Fu’s Asian House continues to make a solid footprint in the fast casual restaurant industry, the franchise is making a bolder brand statement with new, more contemporary exterior and interior designs that strongly communicate the brand’s Asian DNA.
Three restaurants have already undergone remodels this year, and all new locations will launch with this improved look. Mama Fu’s expects another 10-14 units opening by the end of 2013.
“Our primary franchise objective is to increase unit level revenue, and the new designs are a natural progression toward that objective,” said Randy Murphy, President and CEO of Mama Fu’s. “The new look is a cost effective, fresh representation of the brand that will also provide further differentiation from competitors.”
The new exterior design features a variety of dress enhancements including a trestle-style background to accentuate the brand’s signage, a distinctive entranceway, Asian-inspired lighting, signature awnings, window graphics that provide stronger branding, and black bamboo planters.
The new interior design adds more organic, natural looking materials and a warmer color palette that presents a more contemporary look and feel to the guest experience. Among the signature elements is a dramatic black river rock feature wall that reinforces Mama Fu’s Asian heritage.
“We have many multi-unit, multi-brand franchise partners and this particular brand evolution was born out of their experience with other successful restaurant brands,” said Murphy. “We are fortunate to have such an established knowledge base to draw from as we continue to evolve and grow.”
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.
The remodel plans come at a significant period in the growth of the brand. Mama Fu’s was honored for its innovative menu offerings during the 15th Annual MenuMasters Awards Celebration in Chicago on May 5, 2012. The brand accepted the Menu Trendsetter award, being recognized for its Banh Mi Vietnamese Sandwich, as well as the company’s trademarked Flex-Casual service model. The brand was also ranked alongside some of the industry’s giant players as part of the 2012 Top 100 Fast Casual “Movers & Shakers” by FastCasual.com.
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.
