Mad Mex

What Mad Mex does

Mad Mex is an Australian fast-casual Mexican restaurant franchise founded in 2006 by Clovis Young in Sydney. The company operates more than 75 franchise locations across New South Wales, Victoria, Queensland, Western Australia and other states, selling made-to-order customizable burritos, naked burritos, nachos, quesadillas and tacos with a rotating set of proteins (Chipotle Chicken, Beef Barbacoa, Carne Asada, Chorizo, Veggie Veracruz, Mexicali Mince, Pollo Diablo). The menu emphasizes real Mexican ingredients, daily prep, and full customization, supported by an online nutritional calculator that lets customers configure meals and view macros.

The company runs a digital ecosystem centered on an iOS/Android mobile app (Mad Mex app) used for ordering ahead, loyalty management, and push-notification engagement (the "Mad Minute" feature), plus a website ordering platform and integrations with Uber Eats, DoorDash and Menulog for delivery. The Mad Members loyalty program accrues 1 point per A$1 spent (50 points redeemable for A$5 Mad Dollars) and offers a A$5 signup bonus and a free birthday burrito after A$10 lifetime spend. A separate Mad Mex Catering sub-brand serves corporate and event customers with Burrito Boxes, Naked Burrito Boxes, and Taco Kits.

Mad Mex makes money primarily through franchise economics: a one-time A$50,000 + GST franchise fee per new unit, a 6% monthly royalty on franchisee gross sales, and a 3% marketing levy on franchisee gross sales. Total establishment cost per franchisee is approximately A$400,000–A$600,000 + GST. The customer base spans individual consumers (primary), corporate/event catering buyers, health-conscious and dietary-restricted consumers (vegetarian/vegan/gluten-free options), and franchise partners seeking an established brand. The corporate entity is headquartered at Level 13, 50 Margaret Street, Sydney, and the business is privately held with founder Clovis Young serving as Founder & Managing Director.

Name

Mad Mex

Legal name

Mad Mex Fresh Mexican Grill Pty Ltd

Website

https://madmex.com.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Mad Mex is an Australian fast-casual Mexican restaurant franchise operating more than 75 locations nationwide, founded in 2006 by Clovis Young. It sells customizable burritos, tacos, and nachos to individual consumers and corporate catering customers via franchise restaurants, a mobile app, and third-party delivery.

Ownership category

akta.pro rank

Product category

Fast Casual / Quick Service Restaurant (Mexican)

NAICS

Limited-Service Restaurants (722513)

akta.pro primary industry

Mexican & Tex-Mex Fast Casual (THAFABAC)

Keywords

• Mexican fast casual
• Quick service restaurant
• Franchise restaurant Australia
• Restaurant catering services
• Restaurant loyalty program

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Franchise Fees: Initial franchise fee of $50,000 + GST for new franchisees
2. Royalty Income: 6% of Gross Monthly Sales as franchise royalties from franchisees
3. Marketing Levy: 3% of Gross Monthly Sales as marketing levy from franchisees
4. Food and Beverage Sales: Direct restaurant sales to consumers through franchise locations for burritos, tacos, nachos, quesadillas and other Mexican food items
5. Catering Services: Corporate and event catering orders including Burrito Boxes, Naked Burrito Boxes, and Taco Kits

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Mad Mex is a franchise-driven Mexican fast-casual restaurant chain selling made-to-order customizable burritos, naked burritos, tacos, nachos, and quesadillas with multiple protein and dietary options across 75+ Australian locations. Customers order via dine-in, online, or a proprietary iOS/Android app, and the company captures franchise fees (~$50,000), ongoing 6% royalties, and a 3% marketing levy from franchisees. Complementary lines include corporate/event catering (Burrito Boxes, Taco Kits) and the Mad Members loyalty program.

Product overview

Mad Mex is an Australian Mexican fast-casual restaurant chain founded in 2006 by Clovis Young, operating over 75 locations nationwide. The core offering centers on made-to-order Mexican food built around customizable burritos, naked burritos (bowl format), nachos, quesadillas, and tacos with a variety of protein options including Chipotle Chicken, Beef Barbacoa, Chorizo, Veggie Veracruz, Mexicali Mince, Carne Asada, and Pollo Diablo. The business operates through a digital ecosystem comprising a mobile app (iOS/Android) for ordering and loyalty management, the Mad Members loyalty program offering points, $5 signup bonuses, and birthday burritos, plus catering services for events. Recent menu innovations include Baja Fries (first new fries in 20+ years), Hot Honey Crema sauce, and returning favorites like Beef Barbacoa. The company prioritizes fresh, customizable meals with real ingredients and authentic Mexican flavors.

Differentiator

Problem solved

Functional benefit

Brands

• Mad Members: Loyalty program offering points, $5 sign-up bonus, free birthday burrito, and exclusive offers for registered members.
• Mad Mex Catering

Products and services

• Mexican Restaurant Dining Service Made-to-order, fully customizable Mexican fast-casual food across more than 75 franchise-operated Australian locations, offering burritos, naked burritos, tacos, nachos, quesadillas, sides (Baja Fries, corn chips & guac), sauces (Hot Honey Crema, Trinidad Scorpion Hellfire Hot Sauce), proteins (Chipotle Chicken, Beef Barbacoa, Chorizo, Veggie Veracruz, Mexicali Mince, Carne Asada, Pollo Diablo) and desserts (Churros). Available via dine-in, takeout, online ordering, mobile app, third-party delivery, and catering.
• Mad Mex Catering Corporate and event catering service for offices, team lunches, conferences, birthdays and private functions, delivered in shareable packaged formats such as Burrito Box (10 identical burritos, regular or small), Naked Burrito Box, and build-your-own Taco Kits, with vegan and gluten-free options available. Ordered direct via catering.madmex.com.au.
• Mad Members Loyalty Program Free-to-join loyalty program accessed via the Mad Mex mobile app that rewards registered consumers with a $5 signup bonus after first purchase, 1 point per $1 spent (50 points convertible to $5 in Mad Dollars), a free birthday burrito after $10 lifetime spend, exclusive promo offers, and time-sensitive features such as Mad Minute notifications.
• Beef Barbacoa (signature menu item) Protein filling offered across Mad Mex's customizable menu: slow-cooked for 12 hours with 100% fresh herbs, spices, vegetables, and authentic chipotle and ancho chillies from Mexico, using pasture-raised Australian beef. Added to mains as a paid protein option.
• Baja Fries Fries side item launched by Mad Mex as the brand's first new fries product in 20+ years, available via dine-in and online ordering channels across participating restaurants.
• Mad Mex Franchise Opportunity Licensed franchise offering enabling entrepreneurs to open and operate a Mad Mex restaurant under the brand, with average establishment costs of AU$400,000–$600,000 +GST including a $50,000 +GST franchise fee, training, fit-out, equipment and opening stock, plus ongoing 6% royalties and 3% marketing levy on Gross Monthly Sales, supported by centralised site selection, training, marketing and IT services.

Quantifiable outcome

• 150,000+ kg of waste avoided through sustainability practices

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Uber EatscoreChannel Partner/ Reseller/ DistributorThird-party food delivery partnership allowing customers to order Mad Mex through the Uber Eats platform. Mad Mex discloses personal information to delivery partners for order fulfillment.
• DoordashcoreChannel Partner/ Reseller/ DistributorThird-party food delivery partnership enabling delivery of Mad Mex orders through the Doordash platform.
• MenulogcoreChannel Partner/ Reseller/ DistributorThird-party food delivery partnership for Mad Mex order delivery through the Menulog platform.
• MorcominorOthersAvocado supplier sourcing Hass Avocados from farms nationwide for Mad Mex's fresh guacamole made daily. Morco partners with Australian farms to provide high-quality avocados.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Qdoba Mexican Eats: US-based Mexican fast-casual chain owned by Apollo Global Management; competes in the same customizable-burrito category. Larger and more established than Mad Mex but does not operate in Australia, making it a comparable for menu and unit-economics benchmarking.
• Moe's Southwest Grill: US-based Mexican fast-casual chain (~700 restaurants) owned by Focus Brands. Comparable product offering (burritos, tacos, quesadillas) and franchise-heavy model; useful peer for franchise-system design even though it does not operate in Australia.
• McDonald's Australia: Dominant Australian QSR incumbent with ~1,000 restaurants; competes with Mad Mex on price-tier lunch traffic, delivery (via its own MyMacca's app), and franchise-system scale. Useful as a benchmark for unit economics and digital ordering maturity.
• Chipotle Mexican Grill: US-listed global Mexican fast-casual leader (~3,500+ restaurants) with a customizable burrito/bowl model. Not present in Australia but defines the category globally and benchmarks Mad Mex on operational discipline, digital ordering, and menu innovation.

Regional players

• Nando's Australia: Peri-peri chicken QSR with ~170 restaurants across Australia and ~1,200 globally; similar fast-casual positioning, comparable AUVs in Australian shopping centres, and a meaningful share-of-stomach competitor for the same lunch occasion.
• Boost Juice: Australian health-positioned QSR/specialty beverage chain with ~580 locations, owned by Endeavour Group. Comparable for franchise-led Australian expansion, loyalty program design, and health-conscious positioning rather than direct menu overlap.

Direct peers

• Guzman y Gomez: Australian-founded Mexican fast-casual chain operating ~170+ restaurants across Australia, Singapore, Japan, and the US; IPO'd on the ASX in 2024. Closest direct competitor to Mad Mex with a similar customizable burrito-led menu and franchise/corporate hybrid model.
• Taco Bell Australia: US-headquartered Mexican QSR franchised in Australia by Collins Foods; competes directly with Mad Mex on value-tier Mexican food, especially with younger customers. Comparable product category with a global brand backing.
• Salsa's Fresh Mex: Australian fresh-Mexican fast-casual chain with a customizable burrito, nachos, and taco menu similar to Mad Mex. Competes for the same lunch and dinner occasion in Australian shopping centres and high streets.
• Zambrero: Australian Mexican restaurant chain founded in 2005 with ~250 locations globally; operates a franchise-heavy model with a similar burrito/bowl/taco menu and a parallel 'better-for-you' positioning. Direct head-to-head competitor for franchisees and customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/madmex
• LinkedInlinkedin.com/company/mad-mex-au
• Instagraminstagram.com/madmex
• TikToktiktok.com/@madmexau

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mad Mex