Meet the new CEO of Mad Mex
Cameron Fincher was previously the COO of KFC South Pacific.
Cameron Fincher, the new CEO of Mad Mex, admits that he only discovered the brand last year, but after just one bite, he was hooked Now, he’s stepping into the role with a mission to accelerate expansion and strengthen the brand’s position in Australia’s competitive fast-casual market.
Fincher is taking over after Therese Frangie, the previous CEO, resigned late last year to become the new CEO of Oporto.
In this Q&A, Fincher shares his vision for Mad Mex, the challenges facing the QSR industry, and what excites him most about leading the brand’s next chapter.
What’s your Mad Mex journey – do you have any previous professional or personal connection with the brand?
Fincher: My Mad Mex journey has been far too short. Unbelievably, I only discovered Mad Mex last year! The closest restaurant to where I live is a 20-minute drive and for whatever reason, the brand and I had never crossed paths. Now that we have met, I am hooked. My favourite menu item is the Chipotle Chicken Naked Burrito with salsa verde. It is fresh, healthy, and so full of flavour. Unlike some fast food, I feel great after eating it.
What attracted you to take on the role of CEO at Mad Mex, and what excites you most about leading the brand?
Fincher: As I learnt more about the brand, I found I was totally aligned with the Mad Mex purpose of inspiring bold, honest, healthy living through Mexican food with attitude! There is an authenticity and transparency to Mad Mex that is difficult to find in other brands. Customers can see the chicken on the grill, saucepans and frypans on the stove, and fresh ingredients directly in front of them. They can visit the Mad Mex website and access recipes for guacamole, salsas, chipotle chicken and beef barbacoa, and they can check out the Mad Mex nutritional calculator.
I am excited about working with ‘la familia’: our franchisees, restaurant teams and the support office, to serve up real Mexican home-cooked quality meals to delight our customers. I am excited about opening new locations and making Mad Mex accessible to more Australians, and I am excited about the fun we can have along the way.
What are your top priorities in the first 12 to 18 months as CEO, and how do you plan to achieve them?
Fincher: My priority is to understand in detail how our restaurants operate, which is why I am spending my first month in the restaurant. My second priority is to meet with as many people as I can, ask lots of questions, and listen, listen, listen. Fortunately, the business already has solid plans in place, and my job, with the Mad Mex leadership team, will be to accelerate the brand’s growth so that Mad Mex becomes the most loved and respected Mexican brand in the country!
How do you see Mad Mex evolving in a competitive fast-casual market?
Fincher: Mad Mex remains committed to delivering fresh, healthy, and flavour-packed food at great value while enhancing our digital experience and brand engagement. With a strong pipeline for growth across our key markets, we will continue to refine our operating model, focusing on efficiencies that maximise franchisee margins while ensuring an exceptional experience for our customers
What do you think has changed in the QSR industry over the past years? How do you think QSR brand leaders should adapt to these changes?
Fincher: COVID accelerated the move to digital ordering and delivery and customers expect to be able to access their favorite brands with ease. Providing customers with a frictionless experience, whether it be digital or in person, will be vital for success.
What challenges do you think will keep QSR leaders occupied for the next 12 months?
Fincher: The cost of living is at the forefront of everyone’s minds so balancing costs without increasing prices will be a key focus. Another area is AI and how it can be best applied in the QSR industry through customer service, loyalty, predictive information and process efficiencies.
Are there any upcoming initiatives or expansion plans that you believe will define the next chapter for Mad Mex?
Fincher: Mad Mex’s next chapter is a growth story. Stay tuned.
