Mad Mex Expands into Victoria

March 2010

Mad Mex Fresh Mexican Grill will officially open its first Victoria location at 131 Chapel Street in Windsor on Monday, 1 March 2010, becoming the sixth location of the popular Baja-Mexican eatery to open in Australia.  The new Chapel Street location will host an indoor and outdoor seating capacity of 70.

Founders Clovis and Angela Young identified the need for an authentic, high-quality fast-casual Mexican franchise in the Australian marketplace after emigrating from the United States.  They created a concept that re-defined the Mexican food experience for Australian customers, combining a vibrant atmosphere void of cliché imagery with a chef-designed menu of healthy and authentic Mexican cuisine.  The Darlinghurst location opened to rave reviews and media attention, and its loyal customer base led to a turnover of over $1.5 million in its first year.

Since opening its hugely successful flagship store in Sydney’s Darlinghurst in November 2007, Mad Mex has grown to five locations throughout NSW.  In November 2008, a second location was opened in a high-traffic CBD location in Circular Quay.  This was followed with a third in the busy dining precinct of Macquarie Centre in Sydney’s north, and in 2009 locations were opened within the dining precincts at Westpoint Blacktown and Westfield Tuggerah.  A seventh location within The Piazza at Castle Towers in Castle Hill, NSW will also open in March.

A celebrity clientele ranging from Hollywood superstar Russell Crowe, Australian Idol winner Wes Carr, Wolfmother’s Andrew Stockdale, Joel Madden from Good Charlotte and other key influencers in the music, fashion and media worlds helped build the buzz and lead to a fast-growing and loyal customer base for Mad Mex.  Mad Mex has also become a sought after catering operation, having been commissioned for high profile events for clients including MTV, Diesel, L’Oreal, Inku and more.

A commitment to excellence proved to be successful when Mad Mex was nominated for an Award of Excellence by Restaurant & Catering NSW, named ‘Best Mexican’ in Alternative Media Group’s 2008 readers poll, and even had its margarita named one of the best by Time Out Magazine.  With its state-of-the-art open plan kitchen and dining areas accented by original artwork, a Corona-bottle chandelier and communal indoor and outdoor tables, Mad Max set a new standard in the fast-casual dining marketplace offering customers a vibrant inner-city dining experience.

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