The Burrito Bubble Pops: Guzman y Gomez's US Expansion Misfire Guzman y Gomez's decision to abandon its US expansion plans is a stark reminder of the perils of chasing foreign markets without a deep understanding of local tastes and economic realities.
The Australian born burrito chain has struggled to gain traction in the United States, a notoriously difficult market for international brands.
The company's founder, Steve Marks, cited disappointing sales figures as the reason for pulling out. However, this is only part of the story.