SERVING BEYOND THE RESTAURANT
Zambrero is harnessing its brand power to make a difference.
A Mexican fast-food chain with a mission, Zambrero is harnessing its brand power to make a difference in the world.
As Australians seek healthier fast-food options, they are discovering Mexican style with its big serve of flavour. In such a busy market, brand differentiation is an important step for franchises.
There is just such a difference for the Zambrero chain, with founder Dr Sam Prince bringing a humanitarian perspective to the business right from the start, with social initiatives now integral.
At the heart of its businesses is the Plate 4 Plate initiative. For every burrito or bowl bought, a meal is provided by the company for someone in need. The fast-food chain has joined forces with international relief agency Rise Against Hunger ( previously Stop Hunger Now) which has a mission to deliver nutritious meals across Africa, Asia and the Americas.
On a local level, Zambrero has partnered with Foodbank so needy Australians can be supplied with meals.
“The volume of meals we are providing and the support of people in need drives the movement,” says Zambrero CEO Karim Messih. “We have meal counters in our restaurants that record the number of meals donated.”
Almost 15 million meals have been distributed through the initiative. “It feels pretty good,” says Messih.
He says team training is important, and notes that some staff members, as well as customers, have visited overseas locations where meals are distributed.
A new initiative is in-store videos showing children in supported villages to create a more personal link to the charitable activity. “It creates a feeling, an understanding of what it’s like to be in a village,” says Messih. “We will continue to innovate.”
In the fast-food sector, costs really count - both for the store owner and the customer. But Messih says there is another priority at Zambrero. “Our world is more about value. People will pay for good food, for convenience and service, if it’s good enough.”
Zambrero aims to attract repeat customers. Messih says there is no target demographic, with the brand appealing to three distinct customer profiles: the millennial, who is attracted to the humanitarian aspect; the family that values the value; and the healthy diner who appreciates the superfood range.
GROWING STRONGER
Zambrero’s outlet in Nowra, New South Wales, brought its network of restaurants to 150, with more opportunities to come. The chain has grown by 30 to 40 stores annually for the past three years, and Messih sees no reason to change this.
However, he is keen to point out that it is not growth for its own sake as there are plenty of untapped territories around Australia. “The strategy has been more regional and about working our way in, really planning, looking for the right demographics, where this will work well. Location is the key.
“You can be in the best street in a suburb, but in the worst spot, and that’s not good. If your site is out of the sweet spot, it is really a struggle.”
Zambrero runs food-court, strip location and kiosk models, as well as 16 drivethroughs, and takes a balanced approach to
the spread of outlets. The different models suit diverse locations, says Messih.
He believes it is important to capitalise on the option to cater for both lunchtime and dinner trade, and while customers appreciate choice, Zambrero has deliberately kept its menu simple.
“Sometimes less is more,” says Messih. “Often franchisees have young kids serving, and this also makes it easy for them. I’d rather have fewer menu options, but meals that are amazing.”
He compares this with what he has seen in the US, where some chains have more than 100 items on the menu.
Messih believes traditional QSR businesses are failing to innovate in their cluttered space. It is the newer chains in the healthy-eating sector that are invested in innovation.
Keeping things simple,
looking after the customer, is important,
more now than ever.
CUSTOMER FOCUS
Messih believes in the “theatre of food”, where displays are integral to the customer experience.
“In the past two and half years we’ve moved away from bain maries. We present food so it looks appealing to the customer. It’s really critical.”
At the heart of Zambrero’s growth is its focus on the customer. “It starts with your products. We consider ourselves product people. We have an obsession about what we sell, and the quality of ingredients.”
A customer-centric approach is twofold, he says. It is reflected in the menu, with vegan, vegetarian and now gluten-free options, along with a superfood range that keeps up with the times.
Introducing a gluten-free burrito was a challenge: how to give similar taste sensations with a burrito that wouldn’t crumble. The answer was a black-rice tortilla. “It was launched late last year and sales have been amazing. We even have gluten-free franchisees who can now taste a burrito.”
Secondly, the customer is central to marketing, which involves providing franchisees with the right systems so they can use technology to build customer loyalty.
Messih believes the brand can stay relevant to the customer through its loyalty programs, online ordering and home delivery. The home-delivery service was launched about six months ago through Deliveroo and Uber Eats, and has brought “good successes”.
“For some of our metro markets, home delivery is adding real value to the business,” says Messih.
So what are the steps to success in fast food?
“Fast food is just about basics, customer service 101. It’s cliched, but making a person feel important is so critical. It is important for us to also deliver on speed and service. You can lose a customer quickly, so it’s the sum of all its parts.”
He says there is a danger in overcomplicating things. “Simply have amazing products, great locations and fantastic service. Retailing is more competitive than ever. Keeping things simple, looking after the customer, is important, more now than ever. And keep enjoying it - retail should be exciting.”