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What’s Cooking EP #10

How Andrew Maxwell scaled Boojum and backed hospitality giants

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 grown.
By Conor Sherdian with Andrew Maxwell
November 13, 2025 - 31 mins
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Get practical insights from both the kitchen floor and 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.

Connect with Andrew.

About the host

Conor Sheridan is the founder and CEO of Nory, an AI-powered restaurant management system alongside being the co-founder of Mad Egg. Conor blends hands-on restaurant experience with a passion for tech-driven efficiency and profitability in hospitality.

Connect with Conor Sheridan
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Transcript

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