Customers want more than just "fast" food, according to Salsa's

Demand for an elevated taste experience rising.

"There’s no question customers want more from their dining experience," Jake Spencer, General Manager at Salsa's Fresh Mex Grill, told QSR Media.

"Who would have thought you’d see cappuccinos and kale and wagyu beef at McDonald’s? But they’ve done it here and customers have responded positively to it and this is the only reason they’re growing in the Australian environment."

He noted that expectations are higher than ever in the marketplace. "Let’s face it, we’re just a little bit spoiled in Australia and customers have a lot of great options to choose from. Brands that get lazy will lose out. That’s why we’re always looking at ways to improve the dining experience and things like converting to all fresh cooked food, no microwaves, fresh-made salsas and guacamole, and more gourmet options has been so important to Salsas."

GOURMET IT UP

In meeting the said customer demands, Salsa's recently introduced a slow-cooked meat range featuring pulled pork, lamb and 14-hour beef.

"We’ve had a fantastic response from consumers. If you want something that takes two days to cook but you can’t be bothered cooking it yourself – and let’s face it, who has that kind of time on their hands these days – we can give that to you. People really want that experience," shared Spencer.

He noted that in Mexico, meat is often slow-cooked in earth ovens in the ground. The technique and preferred variety of meat varies from one part of Mexico to another but the consistent thread is wrapping the animal in leaves and burying it in the fire pit for a day or more until it’s so tender it falls apart in your hands.

"This is the kind of luxurious taste experience we wanted to be able to offer at Salsas but fast and at great value," he added.

Spencer attributed the higher demands in fast food to the popular TV shows Masterchef and My Kitchen Rules. "Over the past five years, [these shows] have shown people a window into gourmet cooking at home and this has really elevated people’s knowledge and expectations of food to a level that’s higher than ever before."

"To meet their needs in our sector, we have to understand where they’re coming from and what they already know and then take them on a journey through all the sumptuous delights of Mexican food. People want to know about the unique flavours and individual ingredients that make up this style of cooking. They want more than just chilli and cheese; they want a foodie experience that encompasses all the senses – including the heritage and origin stories of where the variety of unique flavours come from and what makes them so different."

"But at the end of the day, people just want better food that’s worth eating."

A FAREWELL TO THE MICROWAVE, HELLO TO REAL FOOD

"When we bought Salsas into the Retail Zoo stable, what we saw in the brand was what Mexican could be. Salsas was fresh and we believe in great food, great taste, freshness and authenticity. This is what set Salsas apart right back at the beginning and we have built on that foundation from the start," said Spencer.

"One of the things the sector isn’t getting right is the use of microwaves. This goes directly against our ethos of fresh food so we have conducted mass microwave murder. Now everything we make in Salsas is cooked fresh right in front of you. We don’t use microwaves; we use a hot grill the way the Mexican food gods intended!"

In addition to this change, Salsa's brought in Australia’s leading Mexican chef, Rafael Nazario, who is at the forefront of developments in Mexican food in Australia. And, opened its first drive-thru restaurant.

"Chef Nazario has worked his magic to introduce some really delicious new recipes using fresh, natural ingredients. The result is great tasting Mexican food that is good for you – so you can feel good about eating it as well as just enjoying the flavours," he noted.

Salsa's refurbished an existing facility from an ailing fast food competitor in Adelaide and from the moment it was opened, according to Spencer, it was immediately doing a smashing job.

"It’s clear that people want really high quality and fresh delicious food in the takeaway market. If we can bring them speed and convenience to go along with that, they will keep coming back."

Adding, "in the past, people went for takeaway purely because they were busy but standards have lifted in recent years. They still want that speed and convenience but they’re placing a much greater emphasis on the importance of healthy, good quality food. It’s no longer enough to just throw something in the deep fryer. After a hard day on the tools, people want fresh good, food."

"Customers are looking for better quality, tastier, more authentic products and they’re willing to pay for it, it’s fantastic."

Salsas belongs to the Retail Zoo family – the parent company of Boost Juice Australia, Salsas Fresh Mex, CIBO Espresso and Hatch Chicken Shop, as well as Boost Juice International. To inquire about becoming a franchise owner, contact Retail Zoo on (03) 9508 4400 or [email protected].