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Mama Fu???s Continues Brand Innovation in 2013

Rolling Out Digital DNA Menu Boards in All Company Stores Beginning in Q2
Image for Georgio Salas
Updated: Apr 30, 2013
Word count: 532 · Read time: 3 mins

AUSTIN, Texas – Mama Fu’s Asian House, one of the hottest Asian concepts in the fast casual restaurant industry, announces the development of new Digital DNA menu boards across all company locations.


On the heels of last year’s exterior and interior reimaging efforts, Mama Fu’s continues to improve the look and feel of their brand with the addition of Digital DNA menu boards. Faced with the challenge of promoting new menu items and brand innovations without cluttering the new contemporary look, the Austin-based restaurant chain aims to implement a digital menu that aligns with the brand’s trademark Flex-Casual® model – featuring counter service during the day and full service on nights and weekends.


“We want to keep customers up-to-date on our unique brand attributes and innovations, so we created a variety of animated marketing messages for the new Digital DNA menu boards” said Randy Murphy, CEO of Mama Fu’s. “The messages will focus on our Flex-Casual® service, delivery, catering, food quality and freshness, Funatics Club loyalty program, and the new Black Market Menu.”


Designed to increase revenue while creating a memorable guest experience, Mama Fu’s has created a digital platform with three zones, or “customer touchpoints”, complete with menu descriptions, pricing and Asian-themed video content.

·         Entry Zone

Upon entering the restaurant, customers will be met with three high-definition monitors running horizontally at eye-level. During counter service hours, the Digital DNA will display traditional menu board content–menu item descriptions and pricing–and will feature a section where relevant marketing messages will rotate periodically. The digital boards will display a mix of animated marketing messages and Asian-themed video content during table service hours.


·         Counter Zone

When guests order at the counter for lunch or take-out, they will find a high-definition monitor built directly into the counter displaying menu items and pricing as well as rotating marketing messages. Surrounded by custom cabinetry, the monitor blends seamlessly with the POS station and counter.


·         Wall Zone
Using the existing FuTube Channel wall monitors, a rotation of Asian-themed video content and animated marketing messages will be on display throughout all hours of service.



With 12 locations currently open and operating in four states, Mama Fu’s offers guests convenience, value and unique flavors with its high quality, made-to-order Asian-inspired food. With a contemporary and user-friendly menu that allows guests to navigate their options more easily, guests can choose between a rice dish or noodle bowl, as well as their protein of choice, from a selection of Chinese, Thai, Japanese, Vietnamese and Korean menu options. More health-conscious guests can order a Steam Bowl or salad, or have their protein prepared wok-seared, a cooking method that reduces oils and starch.



The Austin, Texas-based Murphy Adams Restaurant Group purchased Mama Fu's Asian House from Raving Brands in March 2008. 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 ordering and catering, Mama Fu's is a convenient and delicious option for every dining occasion. The company currently has 12 locations open and operating, with 61 stores in development. For more information, call (512) 949-3220 or visit


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