GYG’s Bold Mission to Disrupt Fast Food

Guzman y Gomez is setting out to challenge global fast food leaders like McDonald’s by expanding its fresh and clean Mexican-style quick meals worldwide.

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Pick & Scroll News
July 07, 2025

This goal could stretch the company’s ability to maintain consistent food quality and protect its unique brand culture. With over 250 locations and more than $1 billion in annual revenue, the $2.9 billion brand sees this as just the beginning of its global journey.


Founded in 2006 with a single store in Sydney’s inner city, GYG has since expanded to 257 locations across Australia, Japan, Singapore and the United States. Despite intense competition, it has consistently outperformed the broader quick service restaurant market. While the wider category has struggled, GYG’s local sales are up 9.4%.


The brand differentiates itself through its commitment to fresh ingredients, freedom from preservatives and clear sourcing practices. It presents itself as a health-conscious upgrade from typical fast food. GYG claims it is the largest buyer in Australia of avocados, Roma tomatoes and free-range chickens. Its clean food approach lies at the heart of both its marketing and its operations. Every new team member, including executives, is required to work on the ground in a restaurant to gain a true understanding of customer service.


GYG’s goal is to open 1,000 stores in Australia while expanding further into international markets, mainly the US where it plans to triple its store count. The strategy relies on strong brand culture, in-house marketing and a highly committed workforce. Its strong digital presence adds to its success, with 21% of revenue generated through the GYG app and robust performance on food delivery platforms.


GYG is evolving into more than a quick service restaurant. It is positioning itself as a lifestyle brand that connects with younger consumers. By becoming part of everyday life in places such as campus food courts and through partnerships with local sports, it is building a premium but accessible dining experience. The key challenge now is whether this fast-growing, grassroots, high-energy model can scale across a range of global markets without losing the essence that makes it unique.