USA TODAY explores the history and origins of the burrito
USA TODAY’s James Powell spoke with Noe Alcala, executive chef of Lucia Mexican Grill at Virgin Hotels Las Vegas, ahead of National Burrito Day.
Guzman y Gomez, an Australian-based Mexican restaurant chain that entered the US market in 2020, has closed all of its stores as it withdraws from the US market.
On May 22, the company posted a notice on its U.S. website that read, “All GYG USA restaurants are permanently closed. Effective May 22, all GYG USA restaurants will cease operating. We appreciate your support.”
The chain debuted in the U.S. in 2020 in Naperville, Illinois, and expanded to Chicago-area areas in the following years, including Evanston, Deerfield, Crystal Lake, and Buffalo Grove, Nation’s Restaurant News reported.
“After six years of burritos and big dreams in Chicagoland, we have made the difficult decision to close our U.S. restaurant,” Guzman y Gomez’s website says. “To all our guests who have walked through our doors, you chose us, and we have never taken it for granted.”
Guzman y Gomez did not immediately respond to USA TODAY’s request for comment.
Report: Founder says success in US requires ‘more time and money’
Business News Australia reported that Guzman y Gomez founder and co-CEO Steven Marks said the company had invested in product innovation, service improvements and marketing efforts in the US, but the benefits were not realized.
“I’ve always believed in differentiating our food and guest experience, but that wasn’t translating into improved sales momentum,” Marks said, according to Business News Australia. “After spending the last three months in the United States, I realized that this would take much more time and money than I expected.”
Mr Marks said the exit would allow the company to refocus resources on its core Australian business. The company currently operates approximately 240 locations in Australia and 30 locations in Singapore and Japan.
Marks said Guzman y Gomez has an ambitious goal of becoming the world’s No. 1 fast food company in 2023 as it slowly expands into the United States, according to Nation Restaurant News.
Gabe Hauari is USA TODAY’s national trends news reporter. You can follow him at X @gabehauari Or email Gdhauari@gannett.com.
