Industry News | August 18, 2009
Mama Fu’s Introduces New Menu Items
New dishes include the General's Wings appetizer, a full pound of crispy wings tossed in a spicy-sweet chili, garlic and scallion glaze; the Singapore Noodles, a bowl of rice noodles tossed in a spicy yellow curry with carrots, onions, scallions, celery, garlic and basil; and the Orange Peel rice dish, a chili orange peel glaze tossed with broccoli, mushrooms, red bell peppers and scallions, served with a choice of white, brown or fried rice. Mama Fu's now also offers a bundled Soup and Salad Combo, which features the choice of any small salad and a bowl of soup for a value price. Diners will also notice more emphasis on healthy alternatives, such as the option to request their protein to be prepared wok-seared, a cooking method that reduces oils and starch.
In addition to its new dishes, Mama Fu's is maximizing profits and making it easier for diners to choose from its many tasty options by redesigning the menu. "Based on guest feedback and focus group research, it was clear that newer guests were initially confused by the old menu, and even our frequent customers were largely unaware of some of our menu offerings," says Marcia Oakes, Mama Fu's director of marketing. "By redesigning the menu with a contemporary look and user-friendly organization, guests can navigate their options more easily. Additionally, our revised item descriptors better explain the flavor profile of each dish."
Strategic menu item placement, along with the addition of new add-on and up-sell opportunities, allows Mama Fu's to maximize profits and increase check averages without raising prices. New and innovative menu boards will reduce ongoing material costs, improve sophistication of the interior décor and provide an easier transition from the fast-casual lunch format to full table service at dinner.
"By taking away the traditional overhead menu board, and replacing it with a series of small menu panels that are less visible from the dining areas, we have eliminated the 'fast food' feel," Oakes says. "Instead of looking like a fast-casual restaurant that transforms to table service at dinner, we provide our guests with a full-service atmosphere - but fast casual prices - all day long."
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