THE MAD MEXICAN WAVE REACHES WA

November 2011

MAD MEX HILLARYS BOAT HARBOUR TO OPEN TUESDAY 22 NOVEMBER

The Mexican food craze currently sweeping across the country is set to intensify in Perth with MAD MEX FRESH MEXICAN GRILL opening the doors to its first west coast restaurant on Tuesday 22 November at the popular Hillarys Boat Harbour recreational destination.

Already established on the east coast with thirteen restaurants trading across the three states, Mad Mex is a leader in the booming fast-casual dining trend that offers restaurant quality food at a more affordable price, Mexican the fastest-growing cuisine in the category.

Mad Mex’s Baja-California-inspired menu offers fresh and healthy burritos, tacos, nachos and more, a combination of the bold flavours of Mexico and the health consciousness of neighbouring California. The menu includes tailored children’s items, desserts and options for vegetarians and those that are gluten intolerant. A convenient, made-to-order preparation system allows diners to completely customise their meal to their own tastes while the in-store presentation provides complete transparency for customers in regards to using only the freshest ingredients.

Mad Mex caters equally well to the lunchtime crowd who may be grabbing a bite on the run as to evening diners, including families who want to enjoy a meal out.

The west coast expansion comes at a period of rapid growth for Mad Mex with Hillary’s the fourth new restaurant to open since June this year and at least one more east coast location due to open before Christmas.

“The opening of our first west coast restaurant this month is truly a milestone for Mad Mex,” says founder Clovis Young. “This month it is four years since we opened the first restaurant in Sydney and what a thrilling way to mark that with our reach now spanning right across Australia.”

A former Wall Street trader, Young relocated to Australia to establish the brand after identifying a gap in the local market for authentic Mexican cuisine, the local offerings having spawned an unhealthy reputation. A California native, Young grew up with the cuisine and recognised that its fresh and healthy attributes would resonate with the outdoors and beach-loving Australian consumer.

Since Mad Mex was established, a significant part of the brands ethos has been reversing the unhealthy image of Mexican food by placing emphasis on nutritional value. In December last year the company launched a nutritional calculator through both its website and mobile site that allows users to calculate the exact nutritional value of their meal prior to purchase.

With the busiest period of the year for the Hillary’s precinct about to kick off, the Mad Mex restaurant opening will be perfectly timed for locals wanting a healthy food option during swimsuit season.

Mad Mex Hillarys will be open 10am-10pm everyday. For further information on Mad Mex visit www.madmex.com.au.

Customers can follow Mad Mex on Facebook at www.facebook.com/madmex.au or twitter at @mad_mex

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