Tiger Tales

Janine Allis

Business

Profile: Salsa's Fresh Mex Grill

 PHOTOGRAPHY CORMAC HANRAGHAN

After a holiday in the United States, Melbourne-born visionary Janine Allis spied an opening in the Australian market for healthy juices and smoothies. In just a decade, the company she founded with the launch of a single store in Adelaide has grown to encompass more than 200 branches, not only in Australia but also in Bangkok, Hong Kong, Kuala Lumpur and Singapore. The mother of four is now looking to turn Australians on to healthy Mexican food by franchising Salsa’s Fresh Mex Grill nationwide. In just 18 months, the company has grown from four to 14 locations.

YOU STARTED BOOST JUICE BARS AFTER SEEING A GAP IN THE MARKET FOR FRESH JUICE. WHY HAVE YOU NOW TURNED TO MEXICAN FOOD?

I have always loved Mexican food, particularly if it is “fresh Mex”, which is grilled meat and lots of fresh veggies. Just like when we started Boost, we saw a real hole in the market with no other great fresh Mex around. We felt it was a real opportunity to show what great fresh Mex is all about.

EVEN MCDONALD’S HAS HEALTHIER ITEMS ON ITS MENU NOW. DO YOU THINK THAT THE FAST-FOOD MARKET IS BECOMING GENUINELY HEALTH-CONSCIOUS?

At the end of the day, all retailers succeed by giving customers what they want. And customers want healthier options, or companies that work hard to deliver this to the customer. I think McDonald’s is trying to listen to what customers are saying, but I do not know enough about how they go about it to comment on whether they are genuinely health-conscious.

The difference between large US or other fast-food companies and Boost and Salsa’s is that with our companies, we rely a lot on an individual’s passion to get it right. We are not just a huge, faceless corporation.

WHAT ARE THE CHARACTERISTICS EVERY ENTREPRENEUR NEEDS?

A sense of humour, problem-solving skills, a sense of adventure and the ability to see an idea in something that no one else sees.

WHAT THINGS DO YOU WISH SOMEONE HAD TOLD YOU WHEN YOU WERE JUST STARTING OUT IN BUSINESS?

Trust your instincts, and lawyers and accountants do not know everything.

BOOST IS WELL-KNOWN FOR ITS QUIRKY STUNTS. WHAT HAS BEEN YOUR MOST SUCCESSFUL?

I love our Vibe challenges. Each month we send out a challenge to members of our Vibe (Very Important Boosties) club. So I love it when I go into a store and someone is dressed up as Elvis, singing a song for a smoothie. Winners get Boost vouchers and other big prizes, and it has been a great way to get publicity.

WHAT ADVICE WOULD YOU GIVE FEMALE ENTREPRENEURS ABOUT MAINTAINING A WORK/LIFE BALANCE?

Do not beat yourself up when you cannot do everything perfectly. That and the fact that you need great support around you to be able to achieve your goals.

ARE YOU STILL AS HANDS-ON AS YOU WERE IN THE BEGINNING?

Yes, but in a different way. I do not work in a store anymore, and I do not paint the walls like I used to. Now I direct the boat more than being on the oars.

WHY HAVE YOU CHOSEN TO FRANCHISE EACH OF THE BUSINESSES?

This is an easy one: the success of any business is the people in it. I think franchising done well means that you get a bunch of passionate people together, who have ownership in their own business, going on the journey with you.

YOU HAVE EXPANDED INTERNATIONALLY. WHAT CHALLENGES HAS THIS PRESENTED?

There have been so many... However, fundamentally people are the same everywhere: they want a great-tasting product served with a smile and at great value.

HOW DO YOU CHOOSE WHICH COUNTRIES TO EXPAND INTO?

To make it work we need four things: the right people, position, product and price. We have done the numbers on which countries we believe we should be in. The key now is to get the right people to climb onboard.

BOOST HAS NOW BEEN AROUND FOR A DECADE. WHAT’S NEXT FOR THE COMPANY?

We will continue to attack the market and we are constantly striving to be better. We also want to grow Salsa’s into an amazing fast-food brand.