From Boojum to Pizza Pilgrims and Farmer J: scaling hospitality icons

In this episode of What’s Cooking? host Conor Sheridan, CEO and founder of Nory, chats with Andrew Maxwell, Operating Partner at Imbiba, about what it really takes to scale and invest in hospitality businesses. From growing Boojum into Ireland’s leading Mexican QSR to guiding high-growth brands like House of Gods, Andrew shares practical insights into the inflection points, red flags, and cultural foundations that drive sustainable growth - both on the floor and from the boardroom.

What You'll Learn in This Episode

>> The critical inflection points in scaling hospitality businesses

>> Red flags that signal a company isn't ready for investment

>> Why technology must enable - not complicate - operations

>> How founder mindset and team culture impact long-term success

>> What investors look for beyond the numbers

Meet our Guest 

Andrew Maxwell is Operating Partner at Imbiba, with a track record of building and exiting businesses across leisure and hospitality. He previously scaled Boojum into Ireland’s largest Mexican QSR before moving into investment, where he now supports high-growth brands across Europe.

About our Host 

Conor Sheridan is the founder and CEO of Nory, a pioneering AI platform helping hospitality brands run smarter, leaner, and more profitably. A former restaurateur himself, Conor blends operational grit with technological vision.

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