Major Aussie move sparks confusion in Japan

A major Aussie trend is taking off in a big way in Japan and it has some of the hordes of tourists descending on the nation confused.

It takes quite a bit to stand out among the madness of Tokyo — but one aggressively-expanding Australian company is making an impact in a bizarre way.

The world’s biggest city by population is renowned for its dizzying array of eateries which serve up some of the most exciting flavours and experiences anywhere on the planet.

Whether it’s slipping a few yen into a ticket machine at a ramen restaurant or stacking up on fresh sashimi at a 7-Eleven, your tastebuds are always yearning when you take a stroll around the sprawling metropolis.

The nation is also seeing an explosion in tourism which is seeing people from all around the world descend on Tokyo in their millions.

One major issue is occurring though — aside from the gazillions of tourists all heading to the same spot and the influx of Aussie bogans — and that’s that not everyone that goes to Japan is crazy about the local food.

It’s hard to stand out in Tokyo.

On a recent business trip to Japan, this news.com.au reporter was given a recommendation on where to eat by an American public relations worker after a meeting.

I was told there was a “really good” Mexican place where you could get burritos, tacos and wash it down with an ice cold beer, and was given some instructions on where to find it.

She told us the quality of the meat was higher than she’d tried at Japanese restaurants. She also said that it had vegetarian options — which we discovered were a rarity unless you actively seek out particular restaurants.

Burrito wasn’t on the top of my to-try list in Tokyo. But by this time, I’d been in Japan a few days and was keen to try something non-Japanese to eat. After all, there is only so much ramen a man can eat, I was keen to see a Japanese take on Mexican food and a cold beer sounded ideal.

We walked down the street and went to the first floor of a nearby food court — when familiar yellow branding and an image of two Mexican blokes confronted us.

We laughed, looked at each other and said “oh my God”.

Locals and tourists were gathered at the restaurant.

Guzman y Gomez in Tokyo.

The “authentic” Mexican place we had been recommended was Guzman y Gomez, an Aussie brand that is evidently making waves overseas.

Not put off by the revelation and too hungry to change course at this late juncture, we ordered burritos and cold beers. It was a little early so there wasn’t a major lunchtime rush, but there were a few local office workers tucking in around us.

Then came an influx of tourists, many of whom appeared to be American or Canadian, who like the locals, had no idea they were at an Aussie fast food chain.

GyG on a warpath

The rapid expansion of Guzman y Gomez into the Asian market is part of a major push by the company to take on the fast food giants of the world like McDonald’s.

Spruiking its aggressive growth plans, the company became publicly-listed on the Australian stock exchange in June.

The company’s massive initial public offering raised $335.1 million from investors, which CEO and founder Steven Marks said he would use to fuel further expansion.

The company has Macca’s firmly in its crosshairs, with Mr Marks gunning to hit 1000 stores in Australia in the next two decades.

Its share price has risen almost 30 per cent since June and Guzman y Gomez says it is on track to meet its ambitious growth projections.

In October, its first quarter sales rose to almost $280 million, and the company said it expected to meet its targets this financial year, including revenue of $428.2 million and opening 31 restaurants in Australia.

The company is trying to take on McDonald’s.

In its latest update, the company said sales growth was above expectations in Australia, Singapore and Japan – its main focus – and was being helped by an advertising campaign and demand for cheaper items such as its $12 Chicken Mini Meal.

It opened five stores in Australia during 2024, taking its local network to 199. In Australia, it aims to expand its more profitable drive-through stores. Guzman y Gomez now has 226 stores around the world, up from 220 at the end of June.

However, some financial experts have warned the chain’s targets are too ambitious.

RBC Capital Markets analyst Michael Toner said he expected Guzman y Gomez to have fewer than the 1000 stores it had flagged even in two decades.

The company’s new store target of 30 a year, increasing to 40 within five years, was “unprecedented in Australia”, he said. He said while its lofty store target may be achievable, he was targeting 925 stores by 2045.

However, in Japan — where the company now has four restaurants — there appears to be a bit of a buzz about the Aussie company. Its CEO said it’s just the beginning of its expansion plans.

It’s a burrito revolution.

Mr Marks told news.com.au Guzman y Gomez has built a great following amongst locals in Japan who are now recommending GYG to tourists — and that even Aussies are jumping on the bandwagon.

“Across the world we are seeing people come to GYG as they know they can get fresh, authentic food customised the way they want. As more Australian tourists are travelling to Japan they are curious to see what the difference between their favourite fast food is in each country,” he said.

“The GYG Japan menu is similar to Australia with guests being able to choose our signature Burritos, Bowls, and Nachos all made from fresh ingredients daily in both regular and mini sizes.

“We also know that like our restaurants in other international markets, Japan has unique taste and flavour preferences which is why we’ve developed our menu to include locally inspired menu items to best meet their needs.

“In addition to all of our GYG classics, GYG Japan serves menu items like the Yakiniku Burrito and Bowl which includes a soft braised beef belly, a Gochujang-based salsa, beans sprouts and a sprinkle of Korean seaweed. This menu item can’t be found in GYG’s in any other country.”

Trump fans raid ‘British pubs’

While Aussie culture is making an impact in Japan through its cleverly-marketed Mexican fast food restaurants, British culture is also cementing its place in Tokyo.

The bustling Shibuya district is now home to dozens of British-style pubs that are often underground and serve up UK classics like bangers and mash alongside pints of Guiness.

The atmosphere inside can be pretty boisterous as locals get on the beers and practise their English with tourists and expats from around the world.

This news.com.au reporter was confronted by five Donald Trump supporters from the US (where else?).

They started chanting “Trump, Trump, Trump” and telling us about trans people in bathrooms as we sat at a table relaxing with gin and tonics.

Expecting some sort of outrage, we sat there unperturbed and they asked us where we were from.

They were pleasantly surprised when we told them we were from Australia.

“We like Australians,” one, a 40-year-old balloon artist from Los Angeles, told us. “They’re like British people, only they don’t act like they have a stick up their a** the whole time.”

I regretfully told him I am originally British, despite living in Australia.

“Oh, well not you, you’re cool,” he stumbled.

We were then subjected to rants about the dire state of the US and how Mr Trump will save us all before the balloon artist made us a little creation to take home.

So whatever impression Guzman and Gomez is making on the Land of the Rising Sun, be thankful it’s nothing like what the Americans are putting out there.