In Colombia itself, the almuerzo típico sometimes suffers from an image problem. Often - and I found this out very early in my travels there - some of the locals, judging by the crowds, seem to prefer eating at a hamburger place because of its suggestion of an American eating experience, and usually pay more for what I think is inferior food. It may be human nature to prefer those products that seem out of the ordinary even when they aren't better than one's own.
There is at least one exception to this rule, however. Colombians, and people from many other parts of the world as well, don't like to rush their meals unless they're absolutely forced to. I recall that when some of my in-laws came up from Colombia and visited New York with us, the biggest culture shock for them was something I never would have imagined. It happened when we were driving through Manhattan and we saw a man standing on the sidewalk eating a hamburger. They were absolutely astonished to see him finish it in five bites!