Guzman y Gomez's American Dream Fades Guzman y Gomez's decision to exit the US market is a stark reminder of the challenges foreign companies face when trying to crack the American consumer market.
The company's founder and co CEO, Steven Marks, cited the significant time and capital required to succeed in the US as a key factor in their decision.
The appeal of the GYG brand in its native Australia is also worth examining. Despite being able to thrive in other markets like Singapore and Japan, Guzman y Gomez has struggled in the US.