Business Franchise Australia


Mad Mex launches first Not Chicken Chicken

Mad Mex, Australia’s popular Mexican restaurant chain, has launched its special-edition, Poco Diablo (Little Devil) “a little bit spicy” winter fillings with a chicken option for carnivores and a new vegan option that tastes just like chicken for vegans / vegetarians / flexitarians.

Throughout July and August, amigos can choose to enjoy these limited-time-only flavourful fillings which are available across the Mad Mex menu. And if they’re bold enough to admit how they’re a bit of an “every day devil” via the Mad Mex facebook page, they can win $100 of Los Locos loyalty points to spend in a restaurant.

The new vegan spicy filling option is made with Simplot’s recently-released “100% Not Chicken” range which, as the name suggests, can be easily confused with the real thing! This new plant-based protein has the texture and taste of chicken but is completely vegan / vegetarian / gluten-free friendly.

Mad Mex has partnered with Simplot, to be the first quick-service restaurant group in Australia to incorporate the new product into its menu offering. Despite the higher cost of the 100% Not Chicken ingredient, Mad Mex is making the vegan option available at the same price-point as the regular spicy chicken. This commitment to quality products and equality for flexitarian diners, ties in with Mad Mex’s Fresh Fuel for Life brand philosophy which prioritises premium ingredients and fair pricing for all diet types.

“We’re excited to launch our “Poco Diablo” (Little Devil) spicy chicken range in both a traditional and a 100% vegan range for a spicy winter!” said Clovis Young, Mad Mex Founder and CEO. “As an annual favourite, we wanted to kick it up a notch this year so have chefed-up our secret ‘spicy mix’ to add just the right amount of heat to our amigos’ lives this winter. At Mad Mex we’re totally committed to finding the best quality ingredients for all our amigos – whatever their dietary requirements. We’re pleased to be the first QSR restaurant chain in Australia to use “100% Not Chicken. Our menu has always been fully customisable: because our customers deserve fresh, nutritious food served their way. Our new vegan filling is not just for vegans and vegetarians, we know it will satisfy our flexitarian and Meat-Free Monday diners too, because it really does look and taste just like chicken. In blind taste tests, many of our Mad Mex staff can’t tell the chicken and vegan fillings apart!”