Mama Fu's Asian House has implemented a more contemporary design in three of its restaurants with plans to give all new locations the updated look. Mama Fu's expects to have another 10 to 14 units open 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 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."
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. The brand also 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.
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