We’re literally going to need a bigger burrito: can Guzman y Gomez crack the crowded US market?

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The chain’s much-hyped expansion plan includes selling meatier burritos than in Australia for a lower price, but marketing Mexican-themed food in the Americas is a tough ask

The US is already awash with authentic Mexican and Latin American food; will it really need another burrito option in the form of Guzman y Gomez?The US is already awash with authentic Mexican and Latin American food; will it really need another burrito option in the form of Guzman y Gomez?One factor that won over investors was a pledge to aggressively expand in Australia and push deep into the lucrative US market.

Does the US, already awash with Mexican-inspired chains and an abundance of authentic Latin cuisine, really need another burrito option?Stewart Oldfield, a director of the consulting firm Field Research, says the US is among the world’s most competitive fast food markets, and has previously proved too tough for local chains such as Crust Gourmet Pizza and Oporto to crack.“Going to the US is pretty bold because it’s the US that exports … to the world.”GyG is aware of the portion expectations.

“We have always had a localised menu in our international markets to cater for the preferences for the guests in that country,” the spokesperson said. The most extreme offers include an eight-pound burrito from Texas-based Freebirds which is about the size of a large forearm.Each week our editors select five of the most interesting, entertaining and thoughtful reads published by Guardian Australia and our international colleagues.

But food trends are notoriously fickle. The number of Red Rooster and Nando’s stores fell last year and Domino’s is shutting dozens of stores as its expansion in Japan and France falters.

 

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