Thursday, October 24, 2013

Mama Fu’s Fresh, Fresh, Fresh, and is Fast To You

Not taking the path of the past and the most comfortable path for most legacy emerging restaurant chains.  Mama Fu’s has elected to evolve with consumers in the fastest growing sector of food retail today the Ready-2-Eat and Heat-N-Eat fresh prepared food space aka the grocerant niche. The Grocerant niche where non-traditional retailers abound and food retailing success stories surround.

Mama Fu’s is an emerging growth restaurant concept began with traditional 3.000 square foot locations that offered take-out, delivery, and catering in addition its regular “flex-casual” offered at its 80 seats or so. 

Randy Murphy’s, CEO of Mama Fu’s not only drinks the tea he clearly can read the tea leaves. This move is all about customers and customer demand which in this case complements the business model and edifies the bottom line. The new prototype requires half the space, a less conspicuous location, less FF&E.

Here is how Murphy put it “  “This new smaller model prototype is a natural evolution for the brand,” …“Not only is it a way to meet consumer demand, but it makes sense in our business model, considering today’s real estate challenges of finding larger units in preferred locations. On top of that, nearly fifty-percent of our business is already off-premise sales, and that number is growing.”

Foodservice Solutions® Grocerant Guru™ has documented restaurant customer migration noting time and time again that consumers are in search of mix and match meal component options and that consumer are looking for them in non-traditional avenues of distribution.  Johnson repeatedly remarks that differentiation does not mean different it means familiar.

Mama Fu’s menu is different yet familiar to consumer edified with hand held foods complementing today’s most popular food consumptions patterns. The time is right for a national chain of fresh better for you Asian Food. Mama Fu’s is poised for rapid growth.  Here’s why:

Murphy stated “Our franchise partners are excited about the new low-investment option with significant ROI,” … in comparison to revenues in the pizza/wing segment and higher ticket average of Mama Fu’s typical off-premise guest. “We have also invested more in operational and consumer focused technology, service, training, and packaging to increase the guest’s value experience.”

Success does leave clues and you don’t have to be different to win you simply need to follow your customers.

Interested in learning how the 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization contact us via Email us at:  or visit: Johnson,, or 

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