The secret sauce for GyG is they take a bunch of cheap filler – beans, rice and flour tortillas – and use it to bulk out something that they can sell for 10x what it costs them to make. Bang some cumin on the meat and you've got "Mexican".
I don't think anyone is going there expecting to transported south of the border. They just want filling, cheap and tasty.
Gloria Jean's Stores in Liquidation, page-22
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