Guzman y Gomez’s US Closures Reveal the Brutal Irony of Trying to Sell Australian “Authentic” Mexican Food to Americans
In a move that has the internet cackling with a mix of schadenfreude and sympathy, Guzman y Gomez, the Australian fast-casual chain that somehow convinced the land down under that a burrito tastes better when you have to fight a kangaroo for it, has announced the closure of all its US locations. The irony? After a decade of trying to convince Americans to eat “authentic Mexican” made by Australians, the chain is now retreating to its homeland—where most of its customers apparently think “guac” is a fashion accessory and “al pastor” is a type of church leader. The closures have sparked a meme war on X, where users are photoshopping the chain’s logo onto pictures of Fosters beer and Vegemite jars, asking, “Next week: Bondi Beach Tacos?” Guzman y Gomez’s failure serves as a beautiful reminder that some culinary exports are like a boomerang—they only hurt when they come back to hit you in the face after you try to leave the Outback.