In Focus
MENU INNOVATIONS | Staff Reporter, Australia

Mad Mex's new taco kit aims to beat its 'ordinary' supermarket counterparts

After launching its pre-packaged taco kits, the Mexican food brand is still looking for ways to provide the freshest options for people on-the-go.

Mad Mex recently launched its new Taco Kit, which contains 12 tacos, 2 fillings, a choice of salsa, black beans, pico de gallo, cheese, lettuce, and sour cream, already cooked and prepared. Sold for $45, the taco kit aims to offer customers a fresh, pre-packaged ready-to-eat meal through delivery platforms like Uber Eats or Deliveroo. The taco kits are also sold through the brand’s own stores across the country.

QSR Media spoke with Mad Mex Founder and CEO Clovis Young to ask about the brand’s motives behind the move, how it might affect the brand’s business going forward, and their thoughts on the growing demand for Mexican fast food in Australia. 

QSR Media: What was the idea behind Mad Mex's new taco kits?
In 2017, Coles reported that the supermarket taco kit was outselling spaghetti Bolognese for the first time. That’s a lot of Taco Tuesdays at home, but let’s face it, the yellow brick wall of Mexican Taco Kits at the supermarket is ordinary, so we set out to create a world class alternative that would be really fantastic.

The Mad Mex Taco Kit is full of our fresh meats, black beans, lettuce, pico de gallo, sour cream and choice of salsa and type of tortillas. It really is a ready to eat! And there is none of the mess of preparing all the different ingredients. We do all of the prep work, so you can enjoy your time with friends and family.

QSR Media: How would this new offer further differentiate Mad Mex from other Mexican or Mexican-inspired brands in Australia?
We’re committed to giving Australians the most authentic taste of Mexico possible. We’re not looking to fuse Mexican cuisine with another type as others may look to do. We want people to know when they come to Mad Mex they’re getting authentic Mexican flavours, made fresh daily.

QSR Media: What are the challenges you are facing right now?
Australia has discovered a love for Mexican food. Whereas 10 years ago you would struggle to find a Mexican restaurant or burrito bar close to you, now they are everywhere. While it’s a great opportunity, it’s also a challenge in making sure our message and brand stands out to people and that they know that our offering is the most authentic they can get in Australia.

QSR Media: Aside from pre-packaged offerings, where do you see more opportunities in terms of menu innovation?
There are some really exciting opportunities we’re exploring in the vegan space. We’ve had an amazing reaction to the vegan additions to our menu this year, the organic tofu Veggie Rancheros and, more recently, vegan cheese. You can now have any menu item vegan and with no sacrifices. In the near future we’ll have a more vegan options to delivers the bold flavours people know and love.

QSR Media: Overall, where do you see your brand in the next five years?
With Aussie’s love of Mexican food only growing, we see customers choosing Mad Mex because of the bold Mexican flavours as well as for Mad Mex’s commitment to real food with no nasty additives. Our customers know that we take food seriously and can customize our dishes to suit any dietary requirements. We expect Mad Mex to be the most trusted Mexican brand in Australia and in several other countries.

QSR Media: Any other comments you would like to add?
We’re extremely grateful for our loyal customers who have supported us over the past few years. We have some very exciting things coming down the line and we hope to keep fuelling Australians with the freshest Mexican food for many more years to come.

(Photo credit: Mad Mex)

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