U.S. Army Family and MWRMWR LogoMWR Brand Image

Name Brand Casual Dining / Fast Food


Name Brand Fast Food (NBFF)

The Name Brand Fast Food (NBFF) program initiative provides Army installations the ability to respond to market demand by offering soldiers and their families nationally recognized quick service chain restaurants in MWR facilities. AAFES and MWR are partners in this joint venture, and work closely together to conduct installation assessments. These assessments incorporate determining food service needs and preparing market and financial analysis.

During the past year 29 installation assessments have been successfully completed, with 14 installations returning positive potential for this valuable partnering initiative.


The Army Morale, Welfare, and Recreation (MWR) Board of Directors (BOD) Executive Committee approved an MOA between Army MWR and AAFES outlining the conditions under which MWR and AAFES will partner for the delivery of NBFF on Army installations. The MOA sets the framework and business relationship which will be followed by Army MWR activities and AAFES to deliver NBFF on Army installations.

The goal of this partnership is to provide quality food service operations to soldiers and family members, generate reasonable earnings, and increase the installation share of discretionary food expenditures by authorized patrons.

IAW Congressional guidance and OSD policy, Service exchanges are the only contracting authority for NBFF. The NBFF MOA recognizes AAFES primacy in this regard and allows AAFES, with installation, Major Command (MACOM), and FMWRC approval, to provide NBFF operations in Army MWR facilities on either a direct operating or a concession contract basis.

The MOA is structured to give the Installation Commander the utmost authority and flexibility regarding NBFF in MWR activities.

The provisions of the MOA include:

  • Joint Army/AAFES food and beverage assessments on installations desiring NBFF operations. A joint assessment and financial analysis will be conducted with proposed direct/concession options. However, the Installation Commander makes the final decision to include having AAFES pursue a NBFF option not included in the food assessment.
  • Revenue sharing based on the type of operation. For direct AAFES operations, AAFES will pay the installation 75 percent of the direct operating results; for AAFES concession operations, MWR will receive 100 percent of the contracted concession percentage less a nominal contracting fee. Results are expected to enhance food and beverage service to the customer on our installations, and return additional funds to support MWR operations.
  • As stated above, the brand to be implemented and method of operation (directly operated by AAFES or operated by a concessionaire) will be determined by the Installation Commander. AAFES may decline to directly operate a facility if they conclude it will not be profitable and instead will solicit for a concessionaire contractor.

No army installation or agent of AAFES may enter into agreements that are not in accordance with the NBFF MOA.

NBFF Process

Installations desiring an assessment for a NBFF operation in a MWR facility will submit a request through their MACOM to FMWRC. The request must be coordinated with the local exchange General Manager for comments.

The DA program proponent for the Army NBFF program is FMWRC, Business Programs, Food Services Division.

Name Brand Casual Dining

A name brand casual dining (NBCD) initiative has been developed to meet the demand for casual sit-down dining and generate maximum revenue for installations. The first unit to open was a T.G.I. Fridays at Patrick Henry Village, Germany. Based on the results being reported that restaurant is outpacing the original sales and revenue projection. Additional T.G.I Fridays have been proposed for Army sites. Installations interested in the pursuing name brand casual dining, in addition to other casual dining options may contact us by sending an email to: mwrbrandedrestaurants@fmwrc.army.mil.

MWR Branded Restaurants Program Uniforms

Cintas Corporation is the uniform provider for the MWR Branded Restaurants. Cintas offers web based ordering at www.cintas.com for the MWR Branded Restaurants participants. A Cintas Uniform Accounts will be established prior to a new unit's grand opening.

For additional information, please contact us by sending an email to: mwrbrandedrestaurants@fmwrc.army.mil.

[Return to Food Services]

[Return to Business Programs]

Help | IMCOM | Privacy and Security | Contact Us | Employment | ArmyMWR.com