Scaling Taste: The Business Behind Ambar & Burrito Madre

Ivan Iricanin

Episode summary

In this episode of The Financial Advantage with GSS, host Nick Stauff sits down with Ivan Iricanin, CEO at Street Guys Hospitality. They explore the challenges of scaling restaurant concepts across regions while protecting quality and consistency. Ivan shares how his teams grew Ambar and Burrito Madre by focusing on value, operational discipline, and a strong brand identity.

Ivan explains how trial and error shaped his approach to menu design, cost control, and growth. He describes why a commissary kitchen model helps maintain product standards as they open new units in different countries. Ivan also discusses how market trends, economic realities, and competition push operators to refine their strategies, whether they’re scaling fast-casual concepts or managing full-service dining.

Throughout the conversation, Ivan underlines the need for clear planning, adaptability, and a passion for hospitality. He shares practical advice for operators and entrepreneurs: define your goals, invest in your team, and keep learning to succeed in a fast-changing restaurant landscape.

Guest-at-a-Glance

Ivan Iricanin

Chief Executive Officer

Street Guys Hospitality

Leads the growth and operational strategy for Ambar and Burrito Madre, focusing on scalable systems, consistent quality, and smart expansion in international markets..

streetguyshospitality.com

Episode Highlights

Breaking Into a New Cuisine and Market

Timestamp: 00:03:34 – 00:05:59

Launching a new food concept—especially one unfamiliar to the market—brings skepticism and operational hurdles. Early on, introducing Balkan cuisine in Washington, DC meant overcoming resistance from guests and peers. The team started with a traditional menu, but struggled to gain traction and profitability despite good reviews. The turning point came by rethinking the experience and introducing a tasting menu that let guests explore new dishes without fear of the unknown. This not only drove sales but helped reshape perceptions of Balkan cuisine and established the brand’s reputation as a true pioneer.

Quote:

“There was only challenges, nothing goes well when you want to bring a new cuisine to a major city where everything else is overdone and tried. 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?’ But I saw the opportunity. I like being the first one in the category. And also the uniqueness of this concept is that we are offering this tasting menu, having two very unique things, for me was enticing.”

Building Brand Identity in a Crowded Market

Timestamp: 00:13:24 – 00:14:34

Standing out in a crowded fast-casual space takes more than good food. Distinctive branding and storytelling can create connection and loyalty. By introducing Burrito Madre as a “family” of characters—each with its own story—the team crafted a memorable identity that resonates with customers. This approach extends beyond playful marketing; it shapes customer experience and positions the brand for expansion in both Serbia and the highly competitive U.S. market. Freshness, efficiency, and brand personality work together to keep the concept ahead of imitators.

Quote:

“We developed this, it's called Burrito Madre, and we developed this whole family. We have a mother. She has like 13 kids and each one is a character. We kind of evoke in those characters and we are talking through them. It's really, really unique and different and I think that now it's, and the idea was also always when we were opening over there to make something that can be replicated in United States and as we know, Mexican QSR space is very crowded, but with focusing on freshness, efficiency, bringing this branding and marketing with us, we are ready to compete.”

Balancing Local Sourcing With Scale

Timestamp: 00:19:21 – 00:19:54

As restaurant groups grow, sourcing ingredients locally becomes increasingly complex. While using local vendors supports quality and community ties, scaling up means demand can outpace what local suppliers can provide. Operators must balance the desire for local ingredients with the practical need for reliable, consistent supply—often requiring partnerships with multiple suppliers to meet volume demands. This balancing act is central to maintaining standards as the business expands into new markets.

Quote:

“Everywhere where we can. And as you grow, you may or may not find local vendors who can supply 20 tons of chicken. That's where the problem is. When you're small, that was always the idea. But as you grow, you need to find the best quality, but they also need to have consistency. You need to know who you're dealing with. And that's always a struggle. You need to have two or three different producers in order to get your volume.”

Passion and Endurance in Hospitality

Timestamp: 00:39:35 – 00:40:25

Sustaining a hospitality business requires more than operational skill. Passion and personal drive are essential to weathering the industry’s relentless pace and evolving challenges. The conversation highlights how daily focus on improvement, health, and balance helps leaders maintain energy and clarity. Hospitality isn’t for the faint of heart, and those who thrive bring genuine care for the work and a commitment to getting better every day—even when the business gets harder.

Quote:

“It's just understanding that if you don't have a passion for this business, you should not be part of it, because it's tough sometimes. It's tough business. It's tough to make money and it's hard, no question asked, and it's just getting harder. That's why having a passion and having that spark for hospitality is the key. Improving yourself daily is really important because it's an ever-changing environment, and you need to keep up.”