The concept and menu for Izzo’s Illegal Burrito was born in a bustling family kitchen many years ago. Founder and CEO Ozzie Fernandez was raised on rolling out fresh flour tortillas, making salsas and grilling fajitas with his mother Elda as she prepared traditional Mexican dishes from scratch passed down from her mother.
As Business Report details in its new Executive Spotlight feature on Fernandez, it was after attending culinary school that he launched his career managing and consulting restaurants in Houston. Due to the lack of a good burrito in the area and the city’s impending growth, Fernandez and his longtime business partner, Gary Kovacs, identified Baton Rouge as the best place to put their business idea into action. They rolled into Baton Rouge with the Fernandez family recipes at their fast-casual Mexican eatery, opening the first restaurant at the south gates of LSU in 2001.
While the fast-casual market has boomed in Baton Rouge since Izzo’s arrival—including the entrance of the Chipotle burrito chain to the local market—Fernandez says his company doesn’t sweat the competition.
“We try to not worry about what others are doing. We just focus on what we can control and continue to stay true to our promise of serving from-scratch meals, sourcing quality ingredients, generous portions, friendly service, all at a great value in a fun and clean atmosphere,” he says. “We call that the ‘Izzo’s Dining Experience.’”
Now with 17 locations, Fernandez constantly keeps an eye out for future restaurant locations. The company’s growth strategy aims to open between two and four stores a year in markets in south and north Louisiana and Mississippi.
Read the full Executive Spotlight Q&A with Fernandez. Here’s a sample of what you’ll find:
What is the secret to building such large burritos?
“Having a great base to start with. We have great tortillas that are made daily for us and shipped fresh to the stores. No preservatives, vegetarian friendly and kosher free. Then fill them up with quality ingredients and roll it up tight.”
