Over 4,500 Big Burritos sold over May during Mad Mex's Cinco de Mayo promotion

Mad Mex Fresh Mexican Grill  has sold over 4,500 Big Burritos and experienced a social media phenomenon that was not envisioned as a part of their Big Burrito challenge celebrating the Mexican holiday of Cinco de Mayo.

The Big Burrito challenge was dreamt up by the Mexican restaurant franchise founder, Clovis Young as a fun way to educate customers about the holiday while growing the brand’s consumer base and engaging with new customers.

“The result has been absolutely phenomenal, the campaign certainly exceeded all expectations,” said Young.

The Big Burrito, double the size of Mad Mex’s normal offering was a play on the 2-1 odds the Mexican army had in the 1862 Battle of Puebla that Cinco de Mayo commemorates. It also capitalized on younger generation’s love of a challenge.

“We weren’t sure how our customers would respond to the idea of a food challenge, and the widespread excitement and enthusiasm has been a great surprise.

“It demonstrates the fun and energetic personality of our customers and their connection with the Mad Mex brand,” Young said.

Mad Mex calculated approximately 700 sales across their nine Mexican restaurant franchises per week after their publicity rush and social media promotion. Instead, more than 1,000 Big Burritos were sold each week over May and over 200 customers posted pictures of themselves attempting the challenge on the company’s Facebook page. A Twitter search reveals an endless stream of content about the Big Burrito.

The campaign also delivered the business it’s best week yet since it opened its doors in November 2007.

For Young, the success of the Big Burrito campaign demonstrated that such tactics, though not part of a long-term business strategy, can be an effective way for a franchise to draw widespread attention, re-engage with existing customers and engage with new customers in a way that Mad Mex’s tech-savvy market will respond to quickly.

For further information on the Mexican restaurant franchise or franchise opportunities, please contact Mad Mex.