Opening a new restaurant is always a gamble—and as I learned in my conversation with Ivan Iricanin, CEO and Founder of Street Guys Hospitality, that gamble pays off when vision meets execution. When Ivan stepped into the Washington, DC market as an outsider, he brought Balkan cuisine to a city already crowded with familiar flavors and skeptics.
Still, he moved ahead, opening Ambar and betting that guests would embrace something different if he could deliver quality and value every night.
The first months were tougher than they were successful. Ivan faced long hours, menu redesigns, and the constant pressure to prove his vision.
Instead of pulling back, he kept testing new ideas, rolling out an unlimited tasting menu and building trust one guest at a time.
That drive to adjust, improve, and stay true to his vision helped transform a risky idea into a thriving restaurant and a name people remembered.
When I sat down with Ivan Iricanin on The Financial Advantage, his story reminded me that real growth doesn’t happen overnight—it comes from building steady systems, executing consistently, and creating a brand people genuinely enjoy talking about.
Ivan entered the U.S. restaurant scene with a vision no one else dared to chase. He saw a gap in Washington, DC and set out to fill it with Balkan cuisine, despite knowing “there were no Balkan concepts anywhere in Washington DC or in that regard, in the United States.”
Every step brought resistance. Ivan remembers, “Introducing new cuisine in general is not an easy task. Everybody in the beginning was very resentful to recommend, or they were like, ‘Hey, why don’t we do something else?’”
He faced not just operational challenges but also cultural barriers and guest hesitation.
To move forward, Ivan leaned into storytelling and hospitality. He changed the narrative: “We brought hospitality, we brought some other positive things to the forefront and that was exciting for us.” Winning trust meant creating experiences that pulled guests in, not just serving food.
One of the biggest takeaways from my conversation with Ivan was how much his success came from experimenting relentlessly. Opening a restaurant in a new city quickly exposes what works and what doesn’t. Ivan Iricanin’s early days with Ambar show how constant experimentation can lead to real progress.
Success didn’t come right away. “We opened, we were pretty successful, but we didn’t get that traction. We were busy, but we’re not making money, and we couldn’t continue in that direction.” Nights spent reworking the menu and studying guest feedback became routine.
Two years in, everything changed. Ivan introduced an unlimited tasting menu, letting guests sample everything without worrying about cost. “With the introduction of the unlimited tasting menu, we allowed people to come in […], and order whatever they wanted without worrying they were going to break the bank”. This decision made the experience more inviting and turned curiosity into steady crowds.
I like to call my approach “throwing pickles at the window.” Without trying new things, you’ll never know what will stick. In the restaurant world—and really in any business—success comes from experimenting, learning fast, and embracing a little trial and error along the way.
For restaurant owners, rapidly gathering feedback and being open to adjusting their menu can help identify effective strategies.
Running a restaurant people remember takes more than great food. Ivan Iricanin knew his concepts needed distinct personalities guests could connect with.
For Ambar, Ivan built a brand around the only unlimited Balkan tasting experience, allowing diners to explore new flavors at a set price. However, other concepts can be developed based on various themes, such as a playful family of characters.
“We developed this—it’s called Burrito Madre—and we created this whole family. There’s a mother, and she has 13 kids. Each one is a character we kind of evoke in the branding, and we speak through them. It’s really, really unique and different.”
As Ivan explained, real connection keeps guests coming back. They respond to both the food and the story behind it. Ivan’s team turns being first into loyal relationships by focusing on quality, value, and a sense of discovery.
“What we are competing for is just making sure that we are consistently serving good food,” Ivan added. That consistency turns curiosity into trust, helping Ambar and Burrito Madre grow from novelties into lasting favorites.
Once a restaurant expands beyond its first location, the hardest part is keeping quality and consistency intact. Ivan tackled that challenge by building strong systems and clear routines.
Ivan treats his commissary kitchen as the heart of operations. “Commissary Kitchen is a really good model for expansion—for controlling costs and for controlling quality. And the idea is that if we are in control, we believe that’s the win.” Centralizing prep keeps recipes, ingredients, and execution consistent, even as more stores open.
Instead of letting each store make everything from scratch, Ivan’s team ships products to neighboring countries, reducing mistakes and ensuring uniform results.
For new markets, the flagship location serves as a mini-commissary until growth justifies a larger facility. Ambar’s model, where everything is made in-house, requires a different strategy and skilled chefs.
By tightening every process, Ivan has built a foundation for steady, dependable growth. For anyone expanding, the goal is to build systems where consistency happens naturally.
Talking with Ivan reinforced something I’ve seen with many operators I work with—courage and flexibility often separate those who survive from those who scale. He kept trying new ideas, learning from missteps, and adjusting quickly without losing direction.
Money management mattered too. Ivan reinvested profits, grew self-sufficiently, and waited to bring in investors until his concept had traction. He customized each system to the brand’s needs, showing that no single model fits every restaurant.
Owners who keep improving, build solid systems, and focus on guests are the ones who grow steadily. Ivan’s story shows that steady effort, openness, and adaptability lead to lasting success.
Passion often makes the difference when the market pushes back. As Ivan explained, “I like being the first one in the category. And also, the uniqueness of this concept—offering this tasting menu and having two very unique elements—was enticing for me.”
Anyone hoping to grow needs that same determination. Progress is never simple or predictable. Resilience comes from learning through setbacks, paying attention to guests, and improving with each lesson.
Ivan’s steady focus on quality, service, and execution keeps his restaurants ahead. It’s worth asking whether you’re still challenging yourself with the same conviction. Growth begins with passion and the courage to keep trying.
Watch the full episode of The Financial Advantage with Ivan Iricanin to learn more about his journey and insights.
Create repeatable systems for sourcing, prep, and service. Standardization keeps quality steady, even as you open new locations.
Experimentation reveals what guests truly value. Testing menus, pricing, or service ideas helps refine the concept before scaling it.
A strong story helps guests connect emotionally. When people understand the meaning behind a concept, they’re more likely to remember it and share it.
Growth fails when execution slips. Clear processes, trained teams, and centralized prep keep results consistent and reduce costly errors.
Adaptability and patience. Success comes from adjusting quickly, listening to feedback, and improving steadily—not from one big idea.
Document what works, stay close to guests, and focus on consistency before complexity. Small, well-run systems scale better than big, fragile ones.
