KillBait UK 🇬🇧Guzman y Gomez exits US market after closing all Chicago-area restaurants
đź“° Original title: Mexican restaurant chain closes all US locations after expansion plans fall apart
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Guzman y Gomez exits US market after closing all Chicago-area restaurants
Guzman y Gomez, an Australian-based Mexican fast-food chain, has withdrawn from the United States after shutting down all of its Chicago-area restaurants. The company, which operates more than 260 locations across Australia, Singapore and Japan, had entered the US market in 2020 with ambitions to establish a nationwide presence. Its expansion strategy initially envisioned significant growth, potentially scaling to hundreds of outlets across the country. However, the reality proved far more limited, with only eight restaurants ultimately opening, all concentrated in the Chicago metropolitan area, including locations in Bucktown, Schaumburg, Evanston, Crystal Lake, Deerfield, Buffalo Grove and Des Plaines. According to founder and chief executive Steven Marks, the decision to exit the US market was driven by weaker-than-expected financial performance and insufficient sales momentum. He explained that despite confidence in the brand’s food offering and customer experience, this did not translate into sustainable revenue growth. Marks also noted that after spending time assessing operations on the ground, the company concluded that achieving viable returns would require significantly more time and capital than initially anticipated. The closure, effective from 22 May, reflects a strategic decision by the board to halt further investment in a market that was not delivering the expected results. The restaurants offered a menu including burritos, tacos, nachos, quesadillas, enchiladas and breakfast items, mirroring the chain’s offerings in other countries. Following the shutdown, the company thanked both customers and staff for their support, while encouraging US patrons to visit its international outlets in Australia, Singapore or Japan. The exit marks a notable retreat for the brand from its attempted North American expansion, highlighting the challenges international restaurant chains can face when entering highly competitive US fast-food markets dominated by established players.
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