Mad Mex, an Australian Mexican restaurant franchise with more than 75 locations, faced two barriers to growth: unclear brand positioning and disconnected technology that limited personalisation, marketing efficiency and loyalty engagement.
Working with Taguchi and other technology partners, Mad Mex relaunched its loyalty program and rebuilt its digital ecosystem. Members now earn rewards on every dollar spent, reach rewards after approximately $50 instead of $150, receive a $5 welcome reward and enjoy a Birthday Burrito.
Taguchi connected the brand’s point-of-sale system, app, website and CRM, enabling real-time data capture, automated customer journeys and personalised email, push and SMS communications.
Taguchi also powered the “Unmask the Luchador” acquisition campaign, managing member validation, prize notifications and personalised messaging.
The strategy delivered strong year-on-year results: 30% membership growth, 42% higher member retention and 37% more member transactions.
