Gonzalez Co: A Family-Led Burrito Boom Across Spain

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nth session Burritos tasting with family and friends elevated into a celebration that underscored a long journey of ambition and persistence. Fran González and his family were inspired by a formative image to christen the TexMex concept American-style Mexican cuisine as a spark for growth into a Mediterranean mindset. What began as a small storefront in Barcelona’s Gràcia district evolved into a conscious plan for a chain. Six years on, a global pause tested resilience, yet Gonzalez Co opens its fourth restaurant this week in a key city, marking the seventh location in Spain. The enterprise is on track to surpass eight million euros in turnover this year, a rise of about sixty percent from 2021.

“He always said the last thing he would do was open a restaurant”, recalls Fran González, founder of Gonzalez Co. The Catalan entrepreneur studied culinary arts at the Hofmann hotel school and supplemented that with a distance learning degree to master business leadership at the Universitat Oberta de Catalunya. Even so, González made it clear that opening another restaurant was never a simple impulse. “Prices move with the wind, up and down lately, and menus must be refreshed daily. It’s wild”, he explains.

A transformative chapter came when he moved to Australia to refine his English and discover fast casual concepts delivering burritos and Mexican fare. He witnessed teams in casual tees, open kitchens, and a customer experience that felt welcoming and practical. The atmosphere resonated with him, and he wanted to be part of it. “From the inside, I saw how the product looked and worked from the customer perspective, which convinced me to pursue a similar venture back home”, González notes.

Returning home after a year and a half, he redirected his academic project toward a restaurant concept in Barcelona. He tested recipes for more than six months, relying on savings and support from family and friends who remain partners today. González emphasizes that fresh investment from new shareholders is not part of the plan; this remains a family business built on trust and continuity.

Gonzalez Co is a restaurant group that sells burritos, tacos, and quesadillas crafted with refined culinary technique in a fast-food style. The brand ranks among the most demanded on delivery platforms in the city and recently opened a new location in the Les Corts district, backed by a 400,000 euro investment. The immediate strategy focuses on expanding into the outskirts of Barcelona, with planned moves toward L’Hospitalet, Badalona, Terrassa, and Sabadell, while keeping operations within Catalonia. The chain already operates two more spots in Madrid and a third in Valencia, but the emphasis remains on familiar markets for now.

Looking ahead, there are no plans for rapid openings before the next year. “We’ve undergone a substantial expansion phase that needs to be consolidated”, González explains. The team will assess January onward where to invest and where to grow more cautiously, with Madrid as a potential surprise near the border. This measured approach reflects a philosophy of steady, profitable growth rather than chasing rapid expansion.

When the pandemic hit, the chain consisted of two businesses, one of which closed. The other branches expanded between 2020 and 2022, driven largely by strong delivery performance. If 2020 was a challenging year with revenue under two and a half million euros, the following year quickly doubled to five million. The aim remains to reach eight million in the current year. The executive notes that the final quarter will be decisive and that the outcome will depend on how the current economic climate unfolds. For now, the plan is to protect margins while expanding market share and ensuring customers recognize the product’s value.

In no case will the burritos travel beyond Spain for the foreseeable future. González reflects on the path forward, expressing a desire to continue refining offerings and introducing new items while maintaining a focus on quality. The goal is a sustainable, profitable enterprise that can sustain growth without overextending. There is confidence in the existing formula and a commitment to meaningful product development that keeps customers returning for more.

At the core, Gonzalez Co remains a family-led venture with a strong belief in practical expansion, consistent quality, and a clear-eyed view of what works in the Spanish market. The brand’s trajectory demonstrates how a simple idea can mature into a recognizable chain through careful management, community ties, and a steadfast focus on core products. The founders emphasise that success comes from staying true to the product, investing wisely, and listening to customers who crave reliable, flavorful Mexican-inspired fare across Spain. They imply that the next chapters will be written with the same emphasis on profitability, product integrity, and a grounded growth plan.

Citations: Gonzalez Co official communications and interviews with Fran González provide the basis for these developments and timelines. Further details can be attributed to company statements and regional business news reports from the period described above.

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