Innovative Asian Concept Signs Development Agreement with GGICO Gourmet, LLC
Mama Fu’s Asian House, an Austin based flex-casual restaurant concept offering an innovative menu inspired by the cuisines of Vietnam, Korea, China, Japan and Thailand, has gained popularity throughout regions of the United States. Now that popularity has drawn the attention of international company looking to introduce the concept to the UAE, opening the first location in the first quarter of 2015.
Mama Fu’s franchise development partner is GGICO Gourmet LLC, a subsidiary of GGICO (Gulf General Investment Company), the renowned Dubai Financial Market listed public shareholding company established in 1973.
GGICO is a widely diversified conglomerate, having activities in oil, manufacturing, insurance, services, hospitality, retail and real estate development. The Group has recently expanded on retail restaurant operations through its fully owned subsidiary GGICO Gourmet LLC.
“We are excited to bring Mama Fu’s Asian House to the UAE,” said Hassan Oweida, Chief Operating Officer of GGICO Gourmet, LLC. “Combining our extensive development and food service background with Mama Fu’s experience, unique brand, and flavorful menu will ensure that GGICO Gourmet delivers the best quality Asian food in the Gulf region.”
With 18 locations in 5 states throughout the United States of America, Mama Fu’s agreement with GGICO Gourmet marks the company’s first international development deal, and in the coming years Mama Fu’s will become a household name in this new and very cosmopolitan international territory.
“Taking a brand international is big for any company, but we have experience doing it before with other concepts”, said Randy Murphy, President and CEO of Mama Fu’s. “We couldn’t have partnered with a better operator in the Gulf Region than the team and company behind GGICO Gourmet – Mama Fu’s will truly be on a world stage in the United Arab Emirates.”
Having recently opened a smaller store model focusing more on takeout, delivery and catering, the pioneer of the flex-casual restaurant style will see versions of both restaurant styles open in the UAE, offering greater variety and flexibility for franchise partners as well as consumers.
Whether it’s the flex-casual or off-premise sales model, all Mama Fu’s locations offer convenience, value and the fusion of unique flavors using high quality ingredients in made-to-order Asian-inspired food. Culinary innovation is showcased and celebrated seasonally in the restaurant’s Black Market Menu. Keeping its menu options fresh and dynamic, Mama Fu’s Black Market Menu is released every six months (April and October) as an exclusive menu comprised of 5-6 innovative dishes which are inspired from travels through China, Thailand, Japan, Vietnam and Korea.
In addition to the traditional menu, Mama Fu’s also hosts a Kids Menu approved by the National Restaurant Association’s Kids Live Well dining guide, which helps parents and children in selecting healthy menu options when dining out.
For a more exclusive look at menu options and perks, Mama Fu’s offers a popular mobile rewards program to customers, known as the “Funatics Club,” which offers exclusive deals to club members and keeps guests coming back to enjoy the Mama Fu’s experience.
Mama Fu’s specializes in freshly prepared Asian cuisine and offers a unique Flex Casual® service model that includes a fast casual approach to lunch, with a transition to relaxed, full service at dinner. Combined with delivery, take-out, online and mobile ordering, and catering, Mama Fu’s is a convenient and delicious option for every dining occasion. Mama Fu’s recently launched a new smaller prototype (1,500-2,000 square-feet, in comparison to the traditional 3,000 square-foot locations) with a scaled-down dining area, focusing more on off-premise channels like takeout, delivery and catering. The company currently has 18 locations open and operating, with over 50 additional locations currently in development.