GUZMAN Y GOMEZ: WHAT THE BRAND ACTUALLY MEANT TO BE ALL IN?

Marketry editorial

Sep 16

4 min read

Campaign strategy

“All in” is Guzman y Gomez latest marketing campaign to foster the customer trust of the brand's consistent commitment of providing authentic and fresh Mexican food with 20 years of experience in Australia.

Market situation

The recovery after COVID-19 pandemic increased the need for eating out among Australians. According to Roy Morgan finding, one-in-four Australians eat fast food 5+ times in an average four weeks. The statistics from Roy Morgan also indicate the average Australians make 3.8 visits to quick service restaurants slightly from 3.7 times a year ago. Guzman y Gomez (Gyg) currently hold 5% and is forecasted to increase to 12% of the market share within the quick service restaurant. This trend indicates that the brand has potential to expand their existing competence in the Australian market.

However, the recovery of the food industry also indicates the trend of shifting into ready-to-eat meals. This is where consumers will buy the cooked product to optimize their time for other activities. Statistics from fresh logic indicates that the ready-to-eat meals category is forecast to grow significantly, rising from $2.8b to $4.9b. With its obsession of making delicious Mexican food using the best and fresh quality ingredients, they have ensured to continue with the on-going brand commitment in their 20 years.

The insight

Mexican food is popular in Australia as they make up 4% of all restaurant types in Australia according to Verdict Food Service. They have been known as vibrant, delicious, fresh and fun with colorful features, spicy and different groups of chillies both fresh and fries. This helps Australians diversify their cuisine culture which has long association with the Western version of lighter flavor while suitable with their stronghold wheat-based ingredients of breads, chips and fries. Sydney is the city with the most expensive price for Mexican food.

Gyg has operated 14 restaurant, 150 franchises in Australia. With its potential of expanding to 12% of market share, the company continues to make expansion campaigns to get a wider market extension. However, as Johannes Faul (2026) from Morning Star notices that overly aggressive expansion can destroy its core values of bringing authentic Mexican cuisine to Australia. And GYG is not the only restaurant providing Mexican cuisine, Taco Bell and other Australian competitors are also in the same market.

Australia has a high and demanding food standard which is also happening with the restaurant industry. This includes the ban of color, predictive and addictive usages as well as the food safety demand. Unable to adapt with these demands will result in both strong legal punishment as well as the brand reputation within the Australian market.

Strategy

Understanding the situation of their own market expansion, GYG understood the need of maintaining the existing quality of their Mexican food production. “All in” campaign was initiated to ensure the customers, stakeholders and the relevant publics on the brand on-going commitment to a strong representation of Mexican culinary culture while continuingly work through massive expansion. The key strategy for the campaign is to reinforce the company's consistency in terms of mission.

To execute this strategy, the brand has effectively retained their uniqueness to fully demonstrate in the advertisement campaign. In specific, Gyg keeps their own staves, existing hospitality services and quality. This creates a stronger reassurance to the customer mindset and the stakeholder worried of the massive expansion side effect.

Execution

Creative idea:

We are all in our food

Content Video:

Starting with the launch of the Content Video, Gyg has made use of one of the most critical representations of the hospitality industry. By demonstrating the actual preparation to ready-to-eat meals with the fast cut, the company has fostered the customer trust with the actual staves participation on the video. This demonstrates the fast paced environment which is the core keeping the restaurant moving forward. In addition to this characteristic, the video also demonstrates the staves delightfully interacting with each other and with the potential serving customers. It has therefore reinforced the hospitality side of the restaurant with the positive emotional interaction

https://www.youtube.com/watch?v=4YFUYHtUQb8

Social media:

This medium serves as one of the other crucial tactics where the restaurant also uses this channel to cover the behind-the-scenes activity of the Content video to prove that they are genuinely using their staves for promotion activity.

Website:

The campaign content is also briefly explained in the website for what the brand actually mentions about All in.

PR:

The campaign also have been mentioned by several local press to spread its populace.

Result

Business: The brand gain 1.40% of the shares with $28.17 on 4 September 2026
Marketing: The content video gain 655,278 views and its shares on social media gain customer engagements with the response comments
Communication: The Google Trends searching of the brand remain high with the index of 80 in September 2026

Conclusion

“All in” Marketing campaign proves that brands can still give a promise to maintain their core quality while engines with the strong start-up energy of market expansion. By using the actual human being with actual production process, it has increased the consumer, stakeholder and public trust on the brand continuity promise

Statistics also indicated that the campaign has been successfully covered especially with the actual business outcomes. However, while the promise is compelling, it takes time for the GYG team to prove with the public that it has continuously followed its early promises.