Steve took GYG to the US and failed. It cost $115 million, but he’s not done yet
Steve Marks, co-founder of Guzman y Gomez, reflects on the company's unsuccessful attempt to enter the US market, which cost $115 million. Despite the failure, he remains optimistic about re-entering the market in the future. Marks believes that the experience gained will be valuable for any future endeavors in the US.
- ▪Guzman y Gomez's attempt to expand into the US ended after six years and significant financial losses.
- ▪Steve Marks considers the venture a learning experience rather than a complete failure.
- ▪He expresses hope for a future re-entry into the US market under the right conditions.
Opening excerpt (first ~120 words) tap to expand
{"@context":"https://schema.org","@type":"NewsArticle","dateModified":"2026-05-30T19:45:00Z","datePublished":"2026-05-30T19:45:00Z","description":"Investors are glad to see the Mexican fast food chain abandon the US. The irrepressible burrito salesman behind the company wants to have another crack.","headline":"Steve took GYG to the US and failed. It cost $115 million, but he’s not done yet","keywords":"Guzman y Gomez, Just in, For subscribers, Restaurants, Features","author":[{"@type":"Person","name":"Jessica Yun","jobTitle":"Business…
Excerpt limited to ~120 words for fair-use compliance. The full article is at The Sydney Morning Herald.