Mad Mex records same store sales growth of 26%

And it has served 2 million meals to customers in 2011.

According to a release, with nearly 2 million meals served to discerning diners in 2011, Mad Mex has cemented its position as one of the most successful and fastest growing franchise businesses in the Australian market, highlighted by the award of FCA runner up as the Emerging Franchisor of the Year. With annual same store sales growth accelerating to an average of 20-40% across their locations, the robust growth highlights the success of their innovative nutritional calculator, which sets the benchmark in nutritional transparency by allowing customers to build the meals online, making it easier to make healthy dining choices.

“Mad Mex as a brand has always been about serving delicious and healthy food at an attractive price and this value proposition is proving to be more than a flash in the pan, as it is consistently delivering sustainable and accelerating sales growth for our stores and franchisees. Over the last twelve months we have seen average same store year on year sales growth of 26%. While financial commentators are lamenting the worst retail environment in decades, our business model and philosophy confirms that with the right product, promotion and consumer offering there is good news to be found in the retail market. Mad Mex understands consumers are informed, aware, and price conscious so we work hard to deliver great freshfood, value for money and fun in store dining experience.” Clovis Young, CEO Mad Mex

The success of the nutritional calculator (http://www.madmex.com.au/nutrition/) can been seen in the significant increase in Mad Mex customers making healthier choices. Launched in 2010, the calculator is first of its kind offering a full disclosure, easy to use, completely transparent online nutritional calculator to help consumers understand the healthy options available at Mad Mex. In 2011over 37,000 Mad Mex customers utilised this option on the website, empowering them to make informed nutritional decisions. 

The nutritional calculator’s impact can be seen on Burrito sales as a % of the total sales mix at Mad Mex. While the Regular Burrito continues to be the most popular, the lower calorie Mini Burrito jumped 139% from 2010 to 2011 and was followed closely by the nutritionist’s favourite, the Naked Burrito (Burrito without tortilla wrap) which increased 132% in the same period. By comparison, Nacho sales as a % of the product mix decreased by 11%, reinforcing the change in consumer preferences as customers become more educated about Mexican food options and the benefits of healthier options.

A Naked Chicken Burrito is 246 calories* and with tasty additions like cheese and sour cream it still only contains less than 335 calories, offering a healthier option than common fast food items and shows the value of keeping Australians informed of their choices for fresh and healthy food.

Mad Mex places great importance on nutrition with the authentic and flavourful Baja-Californian inspired menu of fresh and healthy burritos, tacos, nachos and more, combines the bold flavours of Mexico with the health consciousness of neighbouring California. The menu is based on the principle of only using the best quality produce and authentic ingredients to deliver the best in class dining experience in its popular and competitive field.

Mad Mex is the first of the fast-casual Mexican food brands that have emerged in Australia over the past decade to rapidly expand interstate, and is the fastest growing (#12 of BRWFast 100 list), positioning itself to become the dominant player in its category. 2011 saw the company grow to fifteen stores across Australia with more locations set to open early this year proving this BRW’s Fast 100 Company is the one to watch in 2012. 

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