Mexican standoff as burrito bonanza hits

The hungry queue outside the new Guzman y Gomez in Northbridge. Picture: Kerris Berrington Source: PerthNow

Mariachi International from Colombia perform outside Guzman y Gomez in Northbridge as hungry customers wait in line for their free burrito. Picture: Kerris Berrington Source: PerthNow

The new Guzman y Gomez in Northbridge. Picture: Kerris Berrington Source: PerthNow

THE hungry masses have descended on Northbridge - but it's more than just the lunch rush.

In a stroke of marketing genius, new Mexican restaurant Guzman y Gomez (GYG) is having a day of free burritos.

Not just for a couple of hours in the middle of the afternoon, but all day from 11am to 8pm, in an attempt to hook the hungry and break a burrito record.

When PerthNow went down this afternoon, the line was 60m long, more diners were lining up and the restaurant was pumping with hundreds of people, Latino music and a Mariachi band entertaining the hungry queue.

See the pictures from today's big opening

GYG Northbridge is the first restaurant in WA and 20th across Australia, with the free burrito day an opening tradition of the chain.

By 1pm about 1500 people had gone through the doors and the restaurant is hoping to see more than 5000 to beat its own burrito record, which stands at 4604 from the opening of a Melbourne store.

Owner Steven Marks pumps tens of thousands of dollars into the openings, flying a Mariachi band from Queensland and extra staff from Sydney for the day.

He started GYG with a friend back in 2006 when he moved from New York and noticed Mexican food in Australia left a lot to be desired.

They named GYG after two friends from home, with the purpose of spreading fresh, cheap Mexican food across the country.

"We wanted to introduce Mexican and Latin culture here," Mr Marks said.

"Everything is fresh, we opened the kitchen so people can see what we're cooking - the amount of fresh tomatoes and onions we go through."

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