Mad Mex, one of Australia’s leading Mexican quick-service restaurant franchises, with more than 75 locations, partnered with Taguchi and other technology providers to rebuild its loyalty program and digital customer experience. 

Customer research had identified two major barriers to growth: the brand’s positioning was not resonating strongly enough with customers and its disconnected technology stack was creating a fragmented experience. These issues limited personalisation, reduced marketing efficiency and weakened loyalty engagement.

To address these challenges, Mad Mex relaunched its loyalty program around a simpler, more rewarding model while rebuilding its digital ecosystem. 

The new program allows members to earn rewards on every dollar spent, reduced the approximate spend required to reach a reward from $150 to $50, introduced a $5 welcome reward after a member’s first purchase, and brought back the popular Birthday Burrito.

Technology was central to the transformation. Mad Mex connected its TASK POS and loyalty app, BlueRock-powered website and Taguchi customer engagement platform. 

Taguchi became the central engagement hub, capturing real-time transaction data and using it to trigger automated customer journeys across email, push notifications and SMS. 

This allowed Mad Mex to deliver personalised offers and reward reminders based on customer behaviour rather than relying on broad mass communications. 

Taguchi also enabled audience syncing with Google Ads and Meta to reduce inefficient acquisition spending.

The new ecosystem supported more sophisticated life cycle marketing, including transaction-triggered journeys, automated reward reminders, personalised promotions, local offers and real-time communications. 

Mad Mex later used these capabilities for its ‘Unmask the Luchador’ membership acquisition campaign. Customers received guaranteed-win scratch cards with purchases, with prizes ranging up to an all-expenses-paid trip for two to Mexico. 

Taguchi managed real-time member and coupon validation, automated reward fulfilment and personalised communications based on each customer’s status and prize.

The transformation delivered significant year-on-year improvements across key loyalty metrics:

• Member growth: +30 percent
• Member retention: +42 percent
• Member transactions: +37 percent

Overall, the case study demonstrates how Mad Mex combined a stronger loyalty proposition with integrated customer data and automated, personalised engagement. 

By using Taguchi to connect customer interactions across its technology ecosystem, Mad Mex moved from fragmented, mass marketing toward real-time, behaviour-driven engagement that helped the brand acquire more members, retain them more effectively and increase transaction activity.

To learn more about this case study and Taguchi’s partnership with Mad Mex, click here.

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