Operations
New Yorker Steven Marks, who opened his fast casual Mexican concept in 2006 in Australia, has grown it to over 250 locations and is ready to take on the U.S. market.
New Yorker Steven Marks founded Guzman Y Gomez in Australia and is preparing for gobal domination. Photos: GYG
July 11, 2025 by Cherryh Cansler — Editor, FastCasual.com
Australia isn’t exactly a hotbed for Mexican cuisine, which might explain why Collins Foods, Taco Bell’s Australian franchisee, is exiting the business. However, it doesn’t account for the success of Guzman Y Gomez, a Mexican chain founded 20 years ago in Australia by New York native Steven Marks.
Collins Foods, which is Australia’s largest operator of KFC restaurants, opened its first Taco Bell in 2017, but announced in April 2025 that it was seeking an exit strategy over the next 12 months. Although it had planned to open 50 locations by 2021, it now has fewer than 30, citing problems, including issues caused by the COVID-19 pandemic.
Guzman Y Gomez, on the other hand, is thriving with over 250 locations in Australia, Singapore and Japan, and is now focused on adding to the six units operating in the U.S. In April, it reported a total network sales of $289.5 million ($188.175 million USD), a growth of 23.6% in Q3 2025.
Although the menu features calorie-rich fare like fries, burritos and nachos, Marks said GYG is committed to serving fresh food and will never compromise on its “clean” menu.
“Australians take their food seriously, especially when it comes to clean, fresh food prepared daily, and we get that,” he said in an interview with FastCasual. “We don’t have microwaves in our restaurants, and we never will. When other U.S. brands entered the Australian market, they brought over a legacy model with frozen ingredients, centralized kitchens and a dated approach to fast food. We took a different approach.”
Unlike its competitors, GYG uses no added preservatives, artificial flavors, colors or additives.
“We’ve built real trust around the ingredients on our menu and the freshness of them, which is why we’ve been able to grow the way we have while others have struggled,” said Marks, who chatted with FastCasual about how the brand will mirror its global success in the U.S. See below:
Q. How do you stay true to a “health-forward approach” when offering items like fries and nachos?
Marks: For 18 years, GYG has never compromised on who we are or our food. If you want to be successful, you cannot take shortcuts. Restaurants today need to wholeheartedly believe in what they’re selling. I have always had a vision to reinvent fast food because I genuinely believe that fast food doesn’t have to mean bad food.
At GYG, it’s all about ingredients and preparation. When I was looking at the fast food market around us, I saw that people were using fries that were only 70% potato. I kept asking what the other 30% was? It’s why when we started serving fries at GYG, I made sure they were 100% skin-on potato cooked in high-quality oil with no other nasty ingredients. Even our nachos use real corn chips, freshly melted cheese and high-quality meats that are marinated in-house. We worked tirelessly to make our corn chips perfect, going through 21 versions to get them just right and to GYG standards. Just because they are delicious, doesn’t mean they are not clean. We hold everything on our menu to the same standard. I also have to mention our incredible flank steak. We pay a higher price for the best quality meats because we will never compromise on the quality of our food.
Q. Being from NY, why did you launch the brand in Australia instead of the US?
Marks:When I moved to Sydney in the early 2000s, I quickly realized that I missed the Mexican food from back home, and there was a real gap in the market. Growing up in New York I was surrounded by incredible Mexican food. When starting GYG, I wanted to do it the right way. I flew in Mexican chefs to help create and develop the menu and worked closely with suppliers within Australia and Mexico to give us the best and freshest ingredients to eventually bring the energy and flavor to Australia, just done the right way!
Q. Why the focus on US growth now?
Marks: We’ve proven ourselves in Australia, Japan and Singapore; we have seen incredible success at over 250 restaurants. Now, we are bringing the brand to the US to show Americans that fast food doesn’t have to mean bad food. The US market is so big that it supports mediocrity, and people are okay with that. This gives GYG a prime opportunity to expand with a fresh approach to Mexican fast food and serve guests in a way that’s convenient for them in dine in, take out, drive thru, delivery, app and web and catering. We also serve breakfast, lunch and dinner which is a massive point of difference for us.
We’re not here to be another name in a crowded space, we’re here to redefine what fast food can be. We are fast food for the next generation; you can have quality, speed, Clean food and great value all at one restaurant.
Why is Chicago the launchpad for US growth?
Marks: I have spent a lot of time in Chicago, and you can tell it is a food-obsessed city. It’s packed with foodies who appreciate high-quality ingredients and amazing flavors which is why it was the perfect choice for us.
After we opened GYG Naperville back in 2020, we have seen momentum in our other Chicagoland locations — Schaumburg, Crystal Lake, Buffalo Grove, Deerfield and Evanston — with Des Plaines coming up next. The landscape of the Chicagoland area has given us a strong foundation in both drive-thru and strip restaurant sites in Chicagoland and beyond. Since opening Naperville, every location has outperformed our expectations, and we’re just getting started.
Q. How is your menu adapting to meet consumer changes — Gen Zers and Millennials snacking more and wanting more innovative beverages, for example?
Marks:More than ever guests are educating themselves on what food they are consuming. Across the world we are seeing the younger generations come to GYG as they know they can get fresh, authentic food, customized the way they want. Gen Z and Millennials want real food, fast. Not fake health food, not freezer-to-fryer shortcuts, and they want options, which is exactly why GYG is fast food for this next generation.
We have seen that individual health goals, preferences and hunger levels can vary which is why we have designed our menu to accommodate these needs. At GYG, everything is customizable. You want double protein? Done. Swap rice for lettuce? No problem. Going meat-free and want veggies and guac instead? Absolutely. We make it fresh, we make it clean and we make it fast. And this flexibility doesn’t just stop there. Every main item on our menu comes in both regular and “Mini” sizes so you’re not committing to a regular-size burrito when you’re just looking for a quick bite. And if you just want a snack? Our $2.50 taco hits every time. (These give guests more flexibility, perfect for those who want a lighter meal or are watching portion sizes, while still enjoying the same great GYG flavors and value. For example, a regular burrito weighs 530 grams, while the mini version comes in at 285 grams.)
But what really sets us apart is our full daypart offering, not just lunch and dinner. GYG is where you can roll through the drive-thru at 7 a.m. for a barista-made coffee and a Bacon & Egg Burrito, or chill inside with a Horchata Latte and Churro after class. We’re there for your whole day.
It’s why we’re building a real following that is resonating with so many young people. We’re not showing off with gimmicks, but with food that Gen Z and Millennials actually want to eat.
Q. What about tech? Are you using kiosks or mobile ordering?
Marks: Our mobile app allows for ordering, customization and GOMEX reward points, so every dollar you spend gets you money off your next purchase. You can even now order delivery on the GYG app, straight to your door and right now, can get free delivery if you spend $10 or more.
However, making every guest love us is one of our values. The in-person experience and greeting guests with a warm “Hola, welcome in!” when they walk through the doors is part of what makes GYG what we are today! It’s hard to substitute that energy with kiosks, so we always focus on and emphasize the in-person experience.
Q. What else should we know?
Marks: We’re not just building another Mexican fast-food chain, we’re reinventing the fast-food industry. At Guzman y Gomez, we serve real, clean food made with authentic Mexican flavors, delivered at the pace and convenience of traditional fast food, without ever compromising on quality.
Where else can you get a barista-made coffee and a freshly prepared Bacon & Egg Breakfast Burrito at 7 a.m., then come back for $2.50 tacos and a Churro Sundae at 11 p.m.? GYG is designed to fit your life, morning, afternoon and late-night.
And we’ll prove it! Walk into any GYG and you feel it immediately- the energy, the warmth, the music, the food and the people. Our crew brings the vibe, and our guests bring the community.
We’re not a build-your-own bowl factory. We’re about unique flavors, slow-cooked meats that have marinated for days, hand-prepped ingredients and a menu that is built for real flavor, real freshness, and real cravings, all served by a crew that is loving what they’re doing.
Whether you’re hitting the drive-thru for coffee before work, ordering a quick lunch on our state-of-the-art app, or bringing the family in for a dinner that’s both clean and craveable, GYG meets you where you are. And we do it with zero shortcuts.
You can taste the difference, and you can feel that we will never compromise on our food, our people or the guest experience.
