Find out more about the reinvention of the Red Rock brand
QSR Media talks to the Wilder Ruiz, Executive Chairman of the Arbalo Group about the "younger and funkier" level it is taking Red Rock Asian Street Food.
QSR Media: Can you tell us more about the reinvention of Red Rock Noodle Bar?
Wilder Ruiz: With Red Rock, the food has always been fantastic, but we thought there is a better way to take the food to market – to reflect current food trends and to take it to the next level. Make the brand younger and funkier. We also wanted to move away from ‘fast food’ to become a food concept that people love because it is healthy, tasty and fresh.
Red Rock Asian Street Food will offer a dine in experience, home delivery and takeaway.
QSR Media: Any plans that you are particularly excited about?
Ruiz: Not plans so much as our position – we are exposed to so many different flavours and cultures in Australia and this creates so many exciting food opportunities!
QSR Media: What would you like to tell the market about where your brand is strategically headed?
Ruiz: The Arbalo Group is heading in the direction of market leaders in food innovation and creation. We are really listening to what our customers want, and I think that people are actually overall fed up with the fast food concept. While pricing is still an issue, people are prepared to pay for good, tasty, authentic food. They want quality. And they are always looking for something different which is what we are about creating.
I personally am excited about working with Arbalo’s great group of directors, and bringing food concepts together from all over the world, working with diverse cultures and influences.
Overall the Arbalo Group vision is to put a plan together to develop unique food concepts that can be developed in Australia, and then taken overseas.
Australia is so uniquely positioned with tons of international food influences that can be mixed into fusion style food styles. There is nowhere else where we have so many different nationalities living in the same country and we can access all the different food styles and create new, exciting food concepts.
