Mexican restaurant chain Mad Mex has partnered with UberEats to launch a Powered by Plants™ virtual menu designed to help raise awareness of its growing plant–based offering.
The virtual menu concept will be tested in five Mad Mex locations before a national rollout.
The move is in line with the restaurant chain’s ‘Fresh Fuel for Life’ positioning. The brand claims a large loyal following of vegan, vegetarian and flexitarian amigos and was the first QSR chain to include Simplot’s “100% Not” range of vegan products.
Mad Mex powers plant-based menu
Powered by Plants™ also supports the brand’s messaging to consumers to go meat-free when they can. The Mad Mex MeatFree Manifesto which is backed by the brand’s $2 discount off plant-based food on Mondays.
Mad Mex has been investing in sustainability by using recyclable paper straws, wooden cutlery and BioPak, biodegradable, environmentally-friendly packaging for its meals– diverting hundreds of tonnes of waste from landfill.
“Powered by Plants™ is the latest initiative in our long-term commitment to helping our amigos make a difference to the environment and to living their best life,” said Clovis Young, Mad Mex founder and CEO.
“With so much uncertainty at the moment and a growing awareness of our impact on the planet and its future, we wanted to make it as easy as possible for all our amigos to find tasty, nutritious, plant–based options. We have always been committed to catering for all dietary requirements – providing a great range of delicious plant–based and gluten free products that are healthy and convenient.”
The Mexican restaurant group is embarking on a significant shift as it bridges the gap between authentic Mexican cuisine and healthy ‘fast food’ staples with its ‘Fresh Fuel for Life’ positioning.
And it’s having a bit of fun along the way.
The Mad Mex golden ticket search kicked off on Tuesday 5th May to coincide with the annual Mexican celebration of Cinco de Mayo. Customers who order a burrito through Menulog are in the running to win free burritos for the rest of 2020.
