Mama Fu's Goes West to El Paso and New Mexico

Austin-based Asian-ish chain Mama Fu's Asian House is prepping for a western expansion, and plans six locations in New Mexico and El Paso. The chain already has several locations in Austin, as well as some out of state, although those are all to the East (Arkansas, North Carolina and Florida). Here's a press release on the expansion:

AUSTIN, Texas – The fast-paced, national growth of the fast-casual Asian dining segment continues to sizzle as Mama Fu’s Asian House, an Austin-based restaurant specializing in freshly prepared Asian cuisine, announces the signing of an area development agreement for six restaurant franchises in New Mexico and El Paso, Texas.

The multi-unit deal was signed with Mama’s Alamo, LLC. The San Antonio-based restaurant development group, whose managing partners have more than 60 years of restaurant and franchise experience, is comprised of more than 70 units across seven states including such brands as Buffalo Wild Wings, Smashburger and Little Caesars, among others. Managing principles Allen Jones and Brian Padilla will be responsible for executing the agreement and developing Mama Fu’s in El Paso, Texas, as well as various cities throughout New Mexico, including Albuquerque, Santa Fe, Farmington, Rio Rancho and Las Cruces.

“It’s an exciting time for Mama Fu’s as we continue to build the success of the brand and increase the momentum towards our national expansion goal,” said Randy Murphy, President and CEO of Mama Fu’s, adding that the signed deal is the fourth for Mama Fu’s since late 2010, bringing the company total to 17 store rights en route to opening 130 restaurants system-wide over the next five years. “Mama’s Alamo, LLC’s partners clearly possess exceptional restaurant and franchise experience, and partnering with them positions Mama Fu’s for success as we continue to grow in Texas and break into markets across New Mexico.”

Mama Fu’s, where Asian meets fast and fresh, 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 have their protein prepared wok-seared, a cooking method that reduces oils and starch.

“After experiencing the company’s culture and solid infrastructure, it was evident that Allen and I were becoming part of a company that is on the up-and-up,” said Padilla. “We believe the fast-casual Asian segment is still relatively untapped in west Texas and New Mexico, and we look forward to developing one of today’s hottest concepts in the industry.”

Differentiating itself from other concepts in the fast-casual Asian segment, Mama Fu’s offers delivery and a unique “flex-casual” service model that includes a fast-casual approach to lunch, with a transition to relaxed, full service at dinner. Each Mama Fu’s restaurant is typically 2,500-3,000 square feet, seats approximately 80-95 guests and employs 30-40 people.

· Mama Fu's Asian House coming to New Mexico, El Paso [Las Cruces Sun-News]
· Restaurant Franchise Mama Fu's Sizzling in the Southwest [FranchiseWorks]
· All Mama Fu's Coverage on Eater Austin [-E-]
Mama Fu's. [Photo: Mama Fu's / Facebook]