MAD MEX MOVES INTO HARBOURSIDEDecember 2011
DARLING HARBOUR COMPLEX COURTS LEADER IN MEXICAN FOOD MARKET
Mad Mex Fresh Mexican Grill will open in a coveted position in the Harbourside complex in Darling Harbour on 13 December, having been selected by the centre over competing brands in the Mexican food category for the location. Mad Mex was one of a group of national flagship food brands courted by the centre, part of an effort to reinvigorate and redevelop its image with tourists and local residents that pass through the complex each day.
Positioned at the Pyrmont Bridge entrance, the restaurant will sit directly opposite burger brand Grill’d, a fellow player in the ‘Fast Casual’ dining sector that has boomed in Australia in recent years.
Mad Mex Founder Clovis Young says that despite being removed from the central food court, the restaurant location is considered highly viable for its ability to capture passing traffic.
“The level 3 Fresh Food Precinct at the Pyrmont Bridge side of Harbourside Shopping Centre has historically under delivered in range and quality, however the centre is now committed to a compelling offer, and has chosen Mad Mex to sit across from Grill’d Burgers. Mad Mex was chosen to provide an authentic Mexican option that is quick, healthy and affordable to service the strong flow of passing commuter and tourist foot traffic that use the Pyrmont bridge to commute to the city.”
Offering restaurant quality food, Mad Mex has been a leader in the ‘fast casual’ concept in Australia, one that has proven popular through tougher economic times as diners placed greater emphasis on value for money. Having opened the doors to its first restaurant in November 2007, Mad Mex has also been a significant player in the Mexican food market that has boomed in Australia over the past four years.
After three years of steady growth, the business this year entered a rapid state of expansion with Harbourside the sixth store to have opened in just as many months and at least three more to open in Q1 of 2012.
Mad Mex Harbourside will open on 13 December with an opening day consumer offer of $5 burritos, frozen margaritas and coronas. For more information, visit www.madmex.com.au.