Mama Fu’s Asian House, the Austin, Texas-based restaurant concept specializing in fresh and innovative Asian cuisine, announced plans for an extensive expansion, with the first international location opening in the United Arab Emirates (UAE) in November, and more than 20 new locations throughout Texas opening over the next two years. Offering an inventive menu inspired by the cuisines of Vietnam, Korea, China, Japan, and Thailand, the brand has gained popularity throughout the southeast region of the U.S, with 14 locations across Texas, Florida, and Arkansas.
The domestic expansion is part of Mama Fu’s recent move to a new prototype designed to capitalize on takeout, delivery, and catering. The company confirmed its plans to add many more locations in Houston, including Cy-Fair, Katy, Spring, Kingwood, and The Woodlands, along with several new restaurants throughout Central Texas, including the growing areas of Pflugerville, Round Rock, Cedar Park, Bastrop, and San Marcos. Additionally, the company will make its San Antonio debut with multiple outposts opening in 2016 and 2017.
In preparation for its expansion, Mama Fu’s has implemented new programs including a branded delivery fleet and call center, resulting in faster, more efficient delivery and takeout services for its customers. Additionally, Mama Fu’s menus will transition to a new design and format allowing patrons to choose items that fit their tastes and adventure profile, matching their preferences to the ideal dish.
“This is an exciting time for Mama Fu’s,” says Randy Murphy, president and CEO of Mama Fu’s. “We have a very full pipeline and will be tripling in system size over the next two years, while growing the number of employees to over 1,200. This coupled with the grand opening of Mama Fu’s first-ever location abroad is a thrill for the entire team.”
Mama Fu’s UAE location is a franchise development partnership with GGICO Gourmet LLC, a subsidiary of GGICO (Gulf General Investment Company). “Taking the brand international was a big endeavor for the company, but the operations team under the direction of Chief Operating Officer, Stephen MacManus, did a fantastic job adapting Mama Fu’s operations and menu to suit the UAE culture,” Murphy says.
For a privileged look at menu options and perks, Mama Fu’s offers a popular mobile rewards program to customers known as the “Funatics Club,” which offers rewards, tastings, and exclusive deals to club members.