Mexican themed Quick Service Restaurant (QSR), Mad Mex has kicked off its inaugural Asian expansion with a new outlet in Singapore. The latest Mad Mex global growth marks the first new site to be opened in collaboration with Singaporean fast-food chain 4Fingers, after the brand acquired a 50 per cent stake in Mad Mex last year.
It’s been an enormous 12 months for the Australian franchise. A full repositioning, the first in 10 years, coupled with the high-profile international investment has significantly bolstered the Mad Mex global profile.
Clovis Young, Mad Mex founder and head said the new APAC growth was part of a long-term strategy to develop the chain’s international appeal.
“The expansion into APAC comes at an exciting time for Mad Mex: we’ve launched our Fresh Fuel for Life brand positioning which highlights our continued commitment to best-quality Mexican food, packed with the fresh and healthy ingredients to fuel our amigos’ lives and passions,” he said.
“South East Asia is in the midst of a food revolution towards healthy eating, and we believe Mad Mex’s healthy and quality positioning will resonate with local customers. We are very excited by the opportunity and we have big plans for the next five years.”
Mad Mex global growth
In addition to the latest site in Singapore’s bustling Marina Bay Financial District, the Mad Mex global expansion is also set to hit Malaysia in December.
The Malaysia growth would bring Mad Mex’s international territories to four, following successful expansion into New Zealand in 2013. The New Zealand enterprise currently operates 15 restaurants across the region with three more slated to open before the end of the year.
Sonny Khan, long-time Mad Mex franchisee said the international focus was a win not only for consumers but for franchisees as well.
“The international expansion of Mad Mex is fantastic; especially for franchisees. It takes the brand to the next level,” Khan said.
“Asia is a growth market with diverse cultures and adventurous appetites for great tastes and flavours, which is perfect for Mad Mex. This focus on authentic Mexican flavours and healthy options, combined with the passion and values of our people, will make Mad Mex stand out in Asia just like in Australia and NZ. I am incredibly proud of Mad Mex’s expansion the other franchisees feel the same.”
Mad Mex results
If the Australian and New Zealand results are anything to go by, the chain is in for a bumper growth period.
Young said the Mad Mex global development announcement had helped to generate the chain’s most successful year to date. Speaking at the chain’s annual conference in Fiji, the founder revealed a 6.5 per cent rise in like-for-like sales, following 70 weeks of sales growth in Australia.
“The results our team has delivered is truly remarkable and a demonstration of the passion and enthusiasm our restaurant teams have for the food and the brand. The last 12 months have been very tough for retailers, so this performance really is exceptional,” he said.
Mad Mex’s first Singaporean restaurant is now open, with new outlets across New Zealand and Malaysia set to launch before the end of the year.