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John Iannucci
Mas Mex, the restaurant group behind Escalante’s Fine Tex Mex & Tequila and Fat Rosie’s Taco and Tequila Bar, has made expanding Fat Rosie’s a key part of its corporate strategy — and leading the way is John Iannucci, who took on the role of CEO in the summer of 2024.
Since his arrival, a new Fat Rosie’s debuted in Rosemont, Illinois, making it the sixth location in the concept’s portfolio. And there are plans to grow beyond the Chicago area.
How is the company thriving at a time when the restaurant industry is facing so many challenges — the lingering impact of Covid, a downturn in the economy, and now immigration and tariff issues? Here Iannucci shares his perspective with el Restaurante.
The interior of Fat Rosie's
#1 How has Mas Mex been able to grow the Fat Rosie's concept when other Mexican restaurants — chain and independents alike — are struggling?
Despite the challenges, our success comes down to one thing: an unwavering commitment to delivering an exceptional guest experience. We are maniacal about hospitality — laser-focused on service, atmosphere, and food quality. No matter what obstacles arise, we stick to what got us here: creating an unforgettable experience at every opportunity.
At Fat Rosie’s, we don’t just serve food — we create moments. That’s what it means to be Fluent in Fiesta. It’s about ensuring that every guest feels like they’ve walked into a high-energy, celebratory space where they can let loose, have fun, and enjoy incredible food and drinks.
Being Fluent in Fiesta isn’t just a tagline — it’s an experience we deliver in specific, memorable ways:
Service with personality Our team brings fun and flair to every table, making guests feel like they’re part of the Fat Rosie’s family.
Unforgettable, Instagram-worthy moments We hand out sombreros to guests, setting the stage for lively, shareable photos.
Elevated celebrations From birthdays to other important milestones that are important to our customers, we bring out shots from the bar in shot planes with sparklers, turning any occasion into an event.
Live entertainment From Mariachi bands and DJs to live music on weekends, Fat Rosie’s is always buzzing with energy.
#2 As the number of Mexican restaurants grows nationwide, what makes Fat Rosie's stand out from all the other concepts in the marketplace, especially in Chicago where there are so many Mexican concepts, many of them family-owned, single-unit independents that offer very authentic, traditional Mexican fare?
Fat Rosie’s isn’t just a Mexican restaurant. It’s a destination for celebration. While we take pride in serving authentic dishes and award-winning margaritas, what truly sets us apart is the high-energy, immersive experience we create every day. Our team is empowered to make guests feel like they’re at a party, surrounded by friends and family. While other restaurants [might] focus on discounts, we double down on experience — ensuring every guest walks away with a memorable celebration that keeps them coming back.
#3 I'm sure many of those small restaurants don't relish having a big, regional chain expand in their market. What is your take on why and how they can successfully co-exist with brands like Fat Rosie's?
Each one of us is different in many ways, yet similar in many ways, too. We can all learn something from each other. I’ve always found that being authentic and humble allows us to better the community and industry overall. We hope to be able to spread the word about not only authentic Mexican cuisine but also to bring more people into the community and educate them on the culture and restaurant space overall.
#4 Many restaurants have found it difficult to control costs in light of inflation. And they’re finding it tough to raise prices enough to balance that out without losing customers who don’t want to or can’t pay higher prices. How do you address that situation at Mas Mex?
Fat Rosie's Tampiquena
Specific to rising costs, we use technology and have systems in place to control waste, order product, prep product, etc. in order to not pass the rising costs of goods onto the guest. We have excellent relationships with our vendors and work with them ahead of time on potential headwinds. We also work very hard overall to source items ahead of time and look at buying products that may be affected in bulk. Controlling waste and forecasting the business volumes properly are two specific areas that we try and stay ahead on.
#5 What advice do you have for a small, single-unit independent that is considering adding a location? What are some of the first things they should do?
The biggest advice I can give is to prove out the first unit to make sure it can play during times of good and bad. After that, identifying the next market or part of the community that you want to go into is key. It starts with site selection. What is the traffic like during the day and at night where you want to go? What about during the week and weekends? What are the income levels and demographics like within a mile, 3 miles, 5 miles, etc.? Real estate is so important and finding an “A” type of site is critical to growth especially for location #2!