It started out as El Taquito, a Melbourne-based outlet serving up fresh Mexican dishes, explains founder Lawrence Di Tomasso. At its peak, El Taquito had six company-owned stores but needed fine tuning, he admits. ñWe looked at other brands and asked why are they successful, how are these brands working? We decided to change the brand and rework it.î

The rebirth of the concept as Salsa attracted the attention of Boost founders Jeff and Janine Alliss, looking to expand their investments beyond the existing Boost brand and 20 per cent interest in Hippo Jobs.

ñBoost Investment Group (BIG) saw it had great product and the potential to be a market leader in an unserviced category in Australia. If you think Mexican you think smaller brands. We want to own a category, like we do with Boost _ people think of juice and think Boost.î

Both offer customer value, excitement, differentiation and fantastic growth potential, agree Alliss and Di Tomasso. And Salsa can be easily replicated. While Boost can fit in a kiosk or inline or street, Salsa is predominantly a food court franchise. The concept lends itself to fast casual environment, an entertainment complex in a shopping centre for instance.

Lawrence has plugged into the entire organisation with business unitsÍ support and is happy with the back-up. ñItÍs fantastic to have marketing and IT departments. I have a good feel for the operations but I have solid support and a fantastic PoS system.î

The plans are for up to 10 stores by December this year signed on or opened, dependent on sites. The focus might be eastern seaboard but that doesnÍt mean WA is out on a limb says Alliss. ñBy end of 2010 we want 60 or 70. Look, I love a solid strategy but great sites and great people are finite sources and with SalsaÍs there are even better opportunities to grow, we have franchising consultants around the country.î

Brands can spread like wildfire, he adds.

Fresh investment

A greenfield Boost franchise would cost from about $220,000, but lower costings for regional areas are a possibility. For Salsa, says Lawrence, the focus is on return on investment. ñIt is more hungry on set up with equipment, specialist equipment and services. We believe the higher average sell and turnover gives a very good ROI.î

So, dependent on size and site, a food court Salsa franchise could cost from $350,000.

What is SalsaÍs signature? ñWe make the best burritos in the world and have people queuing for them. And of course our MexiCrinkles, a form of chip, cooked in patented herbs and spices.

ñWe are targeting A grade sites and the marketing push will be the fresh approach to Mexican food, Fresh Mex. We prepare guacamole, salads and salsa fresh daily, and food is grilled to order. Salsa is a hybrid of Mexican food _ we serve nachos and crispy corn tacos, however we do have a Baja coast focus _ grilled marinated chicken and steaks, grilled vegetables. We are creating fresh flavours using lime and coriander for authentic inspiration.în