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Social media, out-of-home, drone delivery: Behind Guzman Y Gomez's marketing strategy

 “That’s come from a place of saying yes and not being indecisive, we’re a brand that just has a go,” she added.

Experimenting with drones

It’s this quest to be innovative that led GYG to become the first global partner to trial food delivery via Google drones. Partnering with the team from Project Wing, a division of the X innovation lab run by Google’s parent company, Alphabet, the brand built a Drone Mothership, a custom kitchen onsite at test location, Royalla, on the border of NSW and ACT, and started sending burritos via drones to a group of testers.

The work required Project Wing to provide a special package that kept the food hot and fresh during its flight on the autonomous drones. Based on its success, Thom said the next iteration expanding the trial into more homes is soon to launch.

“We saw this as a true innovation and wanted to be in,” she said. “It came down to our ability to be super agile and desire to just run with it. No one doubts the brand, we just give it a go. And my role is just to cement that approach.