Mama Fu's Asian House has developed a new, contemporary restaurant prototype that will enable franchisees to better serve customers, and radically reduces build-out costs.
The new Mama Fu's prototype includes more Asian-inspired colors, architectural elements and décor.
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To ensure success in their efforts, Mama Fu's engaged the expertise of Back Lot Productions, an Atlanta-based brand development and design firm. Back Lot utilizes a self-created philosophy called Markitecture, which is marketing a brand through the built environment to evoke the desired emotional response from consumers.
"What Back Lot created here is who we are as a brand," said Randy Murphy, president and CEO of Mama Fu's Franchise Group. "Based on consumer research and feedback, it was clear that our vision for the Mama Fu's brand was not conveyed within the four walls of our restaurants. Our challenge to the team at Back Lot was to close that gap and reduce cost. This new prototype accomplishes both of those goals."
The first Mama Fu's location to don the new look is set to open in April at Wolf Ranch in Georgetown, Texas, with another new location opening soon after in New Braunfels, Texas.
Mama Fu's is one of several fast casual concepts that has updated their look in recent months. Atlanta Bread, LP Bistro and Togo's also have undergone brand redesigns.
