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How Guzman y Gomez bungled its grand plans to be the next McDonald’s

Primrose Riordan
Primrose RiordanSenior Reporter

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The board of Guzman y Gomez forced its chief executive, Steven Marks, into a secret plan “involving cult-like life coaches and non-legal advisors to try to transition him to a credible, reliable executive”, the former management team responsible for the group’s expansion into North America has claimed.

In documents filed in California courts, executives involved with the Mexican-themed restaurant chain until earlier this year accused the Guzman y Gomez leadership team of racism and ageism – and that one of the company’s marketing managers told staff at one store that “we don’t give [promotional] T-shirts to fat people”.

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Primrose Riordan covers private companies and family offices from the AFR's Sydney newsroom. Primrose was previously a correspondent for the Financial Times and covered foreign affairs and politics in Canberra. Primrose has won multiple awards for her journalism including from The National Press Club, SABEW in the US and Press Gazette in the UK. Message Primrose on Signal: https://tinyurl.com/PrimroseSignal Connect with Primrose on Facebook and Twitter. Email Primrose at primrose.riordan@afr.com

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    Original URL: https://www.afr.com/companies/retail/guzman-y-gomez-sent-boss-to-cult-like-life-coach-ex-managers-allege-20231120-p5el9h