MOMs Dishes
Dishes featured on MOMs restaurant menu
Delivery is a major profit center for many Mexican restaurants. For Modern Organic Mexican, a new restaurant from The Madera Group in Los Angeles, delivery is the ONLY thing! The restaurant, which launched November 20, is a delivery-only concept.
"It’s no secret, technology is driving the way we all live and increasingly, the way we eat. Delivery services like Postmates and UberEATS have already proven to be hugely successful for our Tocaya Organica and Toca Madera concepts, and this is one of the major reasons we wanted to create M|O|M,” said Tosh Berman, CEO and Co-Founder of The Madera Group. “M|O|M is an entirely new, delivery-only concept for us to bring more options for fresh, delicious and most of all, convenient Modern Organic Mexican to our customer's doorsteps.”
el Restaurante interviewed Berman about his new restaurant:
el Restaurante: Tell us about the decision to create a delivery-only service. What prompted it?
Berman: We've seen proven success with delivery from Toca Madera and Tocaya Organica as delivery represents 40% of our overall business. We wanted to create a concept that fulfilled a different aspect of the market that we aren't currently providing, which is a focus on the comfort dishes of Traditional Homestyle Mexican cuisine. We also wanted to use this model to develop data and see if whether or not non brick-and-mortar locations for our venues could service areas that don't potentially fit our current demographic model.
el Restaurante: Tell us about the "ghost kitchen." What about its design is specifically for delivery? (e.g., is there a big area for packaging the food, etc?) Is it staffed with current employees, or did you have to hire from scratch?
Berman: We have a designated kitchen and pick up area specifically for M|O|M. We staff current employees as our kitchen can vary depending on location.
el Restaurante: How is food prepared differently when it is destined for delivery only?
Berman: We've value-engineered the menu and created dishes that we know carry well. For example, we use corn tortillas instead of flour as we've found that the cheese carries better using that type when it comes to delivery.
el Restaurante: Any concern that Modern Organic Mexican will affect delivery orders from existing Madera Group restaurants?
Berman: No as M|O|M is an entirely new concept from our restaurants, and focuses on the comfort dishes of traditional homestyle Mexican cuisine. We also kept M|O|M's price point in mind as we wanted to offer a lower price point than our full-service restaurant, Toca Madera, which is more premium so a harder sell for delivery (average is around $70 per person), but yet higher than our fresh casual concept, Tocaya Organica, which averages around $17.50 a person.