Yabble x Mad Mex: Gauging market opportunity and validating business strategy with Mad Mex

As popular fast-casual chain Mad Mex looks to further expand their business and boost both awareness and revenue, they needed insights in two spaces: determining brand perception and gauging the opportunity for a new snacking initiative.

Thanks to the power, speed, and accuracy of Yabble, Mad Mex was able to gain a validated understanding of where they sat within the market and where they were falling short. The platform’s results allowed them to understand where they needed to position themselves in the restaurant space — ultimately giving them the confidence they needed to launch their snacking range.

Working collaboratively with the Mad Mex team, we used the Yabble platform to collect survey results from consumers active in the fast-casual market. Targeted to relevant audiences and locations, the survey was designed to test and explore Mad Mex brand awareness and perception — including how frequently people visit or consider visiting a Mad Mex restaurant.

With a better grasp on how the Mad Mex audience views the brand, the business decided to dive deeper into one particular area: the market potential for a new snacking offering.

As an add-on to the overall brand tracker, we conducted a quick exploration of the market to measure current behavior, gauge the general interest in a Mad Mex offer, and pinpoint any key barriers the business would need to overcome to make the initiative a success. The snacking component of the study tested early concept ideas and price points in a five-to-seven-minute questionnaire targeted at consumers 14 to 45 years of age in key regions for the Mad Mex business.