Here’s why Mad Mex doesn’t try to be everything for everyone

Mad Mex CEO Therese Frangie will lead a speaking session about multi-site leadership.

Mad Mex CEO Therese Frangie believes that though there is merit in reacting to short-term trends, it is also important to analyze each one and evaluate how it can complement the brand’s menu and model.

These are just some of the insights Therese will share during her speaking session at the upcoming QSR Media Australia Conference & Awards 2023 powerd by Red Bull happening in Sydney, Australia this 30 October.

In a quick Q&A with QSR Media, Therese talked about the latest trends and navigating challenges as a business leader.

As a leader in QSR, how have you navigated challenges like changing consumer preferences and new industry trends to your advantage?

We’ve successfully navigated these shifts by identifying those relevant to our customer base, and alongside my leadership team, collaborated closely to gain valuable market insights. We evaluated how they can complement our menu and model without losing sight of our core offerings.

Rather than trying to be everything to everyone, we've honed in on one or two key trends and implemented them effectively. For example, at Mad Mex we’ve ensured our menu is catered to a wide range of dietary needs and choices, and with the launch of another new plant-based product in FY23, Mexicali Mince, we’ve increased our non-meat sales to 16% of product mix. Introducing new customers to our business while also converting meat eaters to vary their offerings.

It’s all about staying agile and focused, and embracing the infinite game, ensuring that we're not only reacting to short-term trends but ensuring they are viable and core to who we are as a brand. 

What are the top trends you have noticed in the past year that QSRs should keep an eye out for?

A couple of trends in the QSR industry include convenience and choice. Convenience: Customers are continuously looking for offerings and services that cater to their busy lifestyles, I’m certainly one of them! When it comes to choice, customers want customisation, this may be because of dietary requirements or dietary choices such as Vegan or Flexitarian. Traditionally it’s hard to find food that’s customisable as well as convenient, particularly healthy food. Mad Mex is fast and healthy, and our menu is fully customisable, so our customers can make their Burritos their way.

How do you think QSRs should maintain their competitive advantage in a changing environment?

To maintain a competitive edge in this ever-changing industry, it's crucial that they stay true to their core while remaining adaptable. Understand their customers and core strengths and implement trends and initiatives that evolve and amplify these. Consider the customer journey and how to remove friction at all touchpoints to increase ease and loyalty. Equally important is fostering a supportive work environment for employees, who serve as brand advocates, ensuring exceptional product quality and customer service.

What key takeaways would you like the attendees to gain from your session?

Key takeaways include, that our employees are our greatest advocates and that, “In the absence of communication, people will create their own information”. Effective multi-site leadership includes ensuring that communication is frequent and gets to the people on the frontline of the business.

For more information about the upcoming QSR Media Australia Conference & Awards 2023 powered by Redbull, please click this link.

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