for being four minutes late: Where Mad Mex CEOs
ruthless focus comes from -
Mexs new chief executive, Therese Frangie, was
18 years old when she learnt her first lesson about
management the hard way.
had my shift supervisor evaluation at KFC and I was
failed for opening the restaurant four minutes late.
Its like, four minutes late, she said.
The evaluator at the time said to me, Youre
four minutes late serving your customers.
who stepped into the chief executive role last week,
connects that early lesson to how she plans to lead
the Mexican fast food chain. It is very black
and white. I would have lost customers there,
she said. It also fostered this ruthless focus
on operational efficiency.
would eventually move on from the restaurant floor,
but never left fast food entirely. After working her
way up to operations and HR manager at KFC, she spent
18 months at Oporto as a customer experience and operations
manager before joining Mad Mex in 2017 and moving
into the C-suite. She takes the reins from California-born
Mad Mex founder Clovis Young, who will step back from
the day-to-day and move into a managing director role
two to three days a week.
Frangie has taken the helm, she says not much will
change; the passing of the baton has been the result
of careful succession planning three years in the
have a very clearly articulated strategy for the next
three years, the next five years. So as the CEO, Im
not coming in to change that ... Ive been part
of creating that.
Everest will be to grow the store footprint
from roughly 60 to 100 by July 1, 2026. Its
an ambitious target: the executive is well aware of
economic pressures affecting household budgets as
the cost of living pushes higher. Frangie is hoping
the lipstick effect, a theory that consumers
will continue to spend but on less expensive purchases,
will take hold and make Mad Mex a more attractive
option than more expensive restaurants.
opposite could also happen, she acknowledges. Maybe
interest rates are going to continue to rise. People
are really going to tighten their spending. The lipstick
effect doesnt apply to Mad Mex, and actually,
Ive got to pull some levers on cost control.
far, Mad Mex isnt feeling the crunch, but price
rises are on the menu. Weve definitely
got a price increase coming next financial year ...
chain will be competing in the fast-growing Mexican
fast food space against its larger rival, Guzman y
Gomez, which has its own ambitious growth plans to
conquer the US market and list on the ASX, and currently
holds market dominance with 160-odd stores around
says theyre not looking at what their competitor
is doing. We will run our own race. We will
continue to deliver a great product, a great customer
experience through great people, she said. We
are in no rush.
it is clear the newly minted boss is focused on getting
in front of customers. Mad Mex seeks to position itself
at the higher end of fast food, but whether that message
has been received is another matter. Our product
is premium, but over the years weve failed to
authenticate just how authentic our product is [and]
really nailing that perception with the customer,
doesnt believe the product needs to change:
market research and customer feedback suggests its
fresh, tasty, healthy, and comes in sizeable servings.
Though, when we ask mainstream customers, theyre
not as familiar with our brand or our product, so
its really that brand awareness, she said.
The other thing thats going to get that
message out is consistency in messaging.
hit 100 stores by 2026, the chain will have to open
more than 10 restaurants every year for the next three
years. Mad Mex will be competing with other food outlets
for highly coveted real estate in busy shopping centres,
food courts and entertainment hubs next to cinemas
and bowling alleys. Notably, the strategy does not
incorporate drive-throughs, unlike Guzman y Gomez,
which has reported success with the format.
has already notched a few wins: in the past six years,
earnings (EBITDA) have doubled. The company declined
to provide earnings or revenue figures. Same-store
sales growth has risen 25 per cent every month for
the past 12 months. Since joining Mad Mex, Frangie
has increased the frequency of communication and engagement
with franchisees and staff by moving annual meetings
to a quarterly basis and establishing a weekly newsletter.
and a half years ago, people werent at the heart
of the business, it wasnt [at] the forefront.
Clovis had the aspirations of that, but that wasnt
background in operations also differentiates her from
outgoing CEO Young. I can definitely say the
first year I came on board, it had its own challenges
as I started to find my feet and working with Clovis,
but that became the key to our success, she
you report to a founder CEO, theres a lot of
heart in their decisions. So when you initially approach
things from what I might seem to think is a commercial
perspective, a big thing you cant forget in
a founder organisation is, this is their blood, sweat
will leave day-to-day operations to Frangie while
he focuses on strategy and special
gives him an opportunity to really leverage his entrepreneurial
strength and also to go out there and mentor people
[with] his 16 years of experience at Mad Mex and where
he has taken this brand.
Regional Dining in Australia: Exploring Local Cuisine
in Different States and Territories
into Australia's Culinary Landscape
its unique blend of cultures and rich history, Australia's
culinary landscape is as diverse as its population.
As the world becomes increasingly interconnected,
you might find yourself searching for an authentic,
regional dining experience that allows you to savor
the flavors of the country. A restaurant
booking system can be your ticket to exploring
local cuisine in different states and territories,
making it easier for you to find that perfect dish
that encapsulates Australia's culinary charm. So,
let's embark on a flavourful journey through Australia
and get to know the local cuisine that makes each
region stand out!
Savouring Victoria's Multicultural Influences
Flavourful Melting Pot
Victoria's bustling capital, is a veritable melting
pot of culinary delights. The city's multicultural
heritage has resulted in a diverse range of dishes
that celebrate various international cuisines. Stroll
through Melbourne's iconic laneways, and you'll find
a plethora of cafes and restaurants offering everything
from Italian to Thai, Indian to Mexican, and much
more. Who wouldn't love the idea of taking a gastronomic
trip around the world without leaving the city?
Relishing Rural Victoria's Fresh Produce
outside of Melbourne, rural Victoria showcases an
abundance of fresh, local produce. The Yarra Valley
and Mornington Peninsula are renowned for their world-class
wineries, offering visitors the chance to indulge
in locally-produced wines and gourmet food. From artisanal
cheese to succulent seafood, you'll find plenty of
opportunities to savour the flavours of Victoria's
Embracing Queensland's Tropical Tastes
Fruits and Fresh Seafood
tropical climate allows for a remarkable range of
exotic fruits and vegetables to thrive. Markets across
the state boast an array of colourful, fresh produce
that is a feast for the senses. Mangoes, pineapples,
and passionfruit are just a few examples of the region's
delicious tropical offerings. And don't forget about
Queensland's spectacular seafood! From the freshest
prawns to the sweetest Moreton Bay Bugs, your taste
buds are in for a treat.
The Great Barrier Reef's Unique Flavours
Great Barrier Reef is not only a natural wonder but
also a source of culinary inspiration. Many restaurants
in Queensland showcase unique dishes that incorporate
ingredients from this diverse marine ecosystem. Coral
trout, red emperor, and barramundi are among the prized
fish species featured on local menus. So, don't miss
out on the opportunity to taste the flavours of the
in South Australia's Culinary Gems
Wine Lover's Paradise
Australia is renowned for its exceptional wines, with
the Barossa Valley, McLaren Vale, and Clare Valley
being some of the most well-known wine-producing regions.
Visitors can enjoy cellar door tastings and explore
the local vineyards while savouring delectable food
and wine pairings. It's a gourmet experience you won't
want to miss!
Celebrating Adelaide's Vibrant Food Scene
South Australia's capital, boasts a vibrant food scene
that combines contemporary cuisine with traditional
flavours. From the famous Adelaide Central Market
to trendy eateries and fine dining establishments,
Adelaide is sure to satisfy any food enthusiast's
Embark on a Culinary Adventure
such a diverse array of flavours and experiences on
offer, there's no doubt that Australia is a culinary
paradise. From the multicultural influences of Victoria
to the tropical tastes of Queensland, and the indulgent
wine experiences of South Australia, you're sure to
find something that will satisfy your taste buds and
ignite your senses. As you plan your gastronomic adventure
through Australia, remember to utilize a restaurant
booking system to secure your spot at the finest establishments,
ensuring you don't miss out on any of these incredible