Mama Fu’s Looks For Arkansas Growth
by July 26, 2010 12:00 am 80 views
Mama Fu’s Asian House is feeding local market growth with plans to expand its flex-casual brand in Northwest Arkansas by mid-2011.
Additionally, President and CEO Randy Murphy, talking with franchising prospects, hopes to build a total of 12-15 locations in Arkansas. Each restaurant would be about 3,000 SF, seat about 95 guests and employ 35-40 people.
“All trends are leading toward growth of the Asian food segment in this area,” Murphy said.
Since the Texas-based Murphy Adams Restaurant Group purchased Mama’s Fu’s in 2008 from Raving Brands, Murphy said sales at its Bentonville location have more than doubled. He attributed this to a revamp in menu options, marketing and branding strategy and supply and distribution method.
Those changes have paid off.
“We grew about 8 percent last year even though the industry was down 4 percent,” Murphy said.
Restaurant tax summaries indicate that Mama Fu’s estimated revenue increased from $627,372 in 2008 to $876,465 in 2009.
Murphy said the Bentonville location, just under 3,200 SF, first closed in November of 2007 when buckling sales couldn’t sustain it or the owners’ adjacent restaurant, Moe’s.
“The previous owners didn’t do a good job at selling the brand,” he said.
Starting off as a fast-casual dining experience, Murphy helped transition the restaurant to quick line service during lunch hours and full table service in the evening.
“At night, people are generally looking for a higher dining experience,” Murphy said. “It’s been tremendous for building our night and weekend business and increasing our overall ticket sales.”
Added to its Japanese, Chinese, Vietnamese, Thai and Korean culinary fares were new appetizers, side items and lunch-sized entrees and a gluten-free menu. It now has a catering service, too.
Furthermore, the Bentonville location will soon be getting a face-lift to mimic the more contemporary Pan-Asian design of Mama Fu’s other 12 units nationwide.
“We’re almost ready to roll out an iPhone application and loyalty program as well,” Murphy said.