Mad Mex fearlessly forecasts over 2m chicken meal sales
In just the next 12 months.
Mad Mex introduces the latest initiative of their brand called the “BiteMark” program. The campaign promotes the introduction of ethically sourced RSCPA approved chicken to Mad Mex's NSW and ACT stores.
Read report on Mad Mex’s introduction of ‘higher welfare’ chicken here.
Below is a Q&A with Clovis Young, Managing Director of Mad Mex
QSR Media: What initiated Mad Mex to launch BiteMark?
Clovis: BiteMark is the Mad Mex commitment to responsible choices. In the past six years we’ve grown from one store in Darlinghurst to 33 stores in five Australian states and one store in New Zealand which opens next week. During that time we’ve noticed a number of problems in the food industry particularly around animal welfare, sustainability and healthy choices for consumers. With BiteMark we’re acknowledging these problems and doing our bit by making a commitment to positive change within the industry.
QSR Media: What is the main focus and goal of this initiative?
Clovis: BiteMark is focused on making responsible choices that inspire small, positive change. We’ve introduced RSPCA Approved higher welfare chicken in our NSW and ACT stores and plan to roll this out nationally by the end of the year. We’re also planning more sustainable packaging and other ethically sourced proteins. In the past 12 months we’ve made changes that are better for our customers’ health too, like the introduction of whole wheat tortillas, brown rice, trans fat free rice bran oil and our online nutritional calculator which can be found on our website.
QSR Media: How has the reaction of your customers been since the changes (i.e. introduction of brown rice and whole wheat tortillas) have been implemented?
Clovis: We’ve had such positive feedback from our customers, particularly on Facebook and via our BiteMark website. We’re receiving new ideas from customers every day about new BiteMark initiatives and we hope to be able to implement these changes in our stores in the future. Our customers have embraced our healthier options too. Brown rice accounts for 50 % of rice servings and we serve around 60,000 whole wheat tortillas every month.
QSR Media: What more can we expect from the BiteMark program this year, aside from the initial changes launched?
Clovis: Our focus for now is the roll out of higher welfare chicken in all of our stores across Australia. At present, RSPCA approved chicken is just two per cent of chicken sold in Australia. We’re projected to sell over two million chicken meals in the next 12 months, so we’re working closely with our farm partners to ensure there is enough supply for a national roll out. We’re also looking at sustainable packaging and other ethically sourced proteins too.
QSR Media: Any additional comments?
Clovis: While BiteMark is our commitment to making responsible choices we are thrilled that our Mad Mex community are so excited to be involved too. We’ve received a number of exciting new ideas for future BiteMark initiatives from the community and we’re open to hearing more via our website madmex.com.au/bitemark.
