[dropcap size=big]S[/dropcap]mash racism, sexism, fascism, and burgers. This is Proudly Serving LA’s ethos, a South Bay-based, punk rock, smash burgers business.
Matthew McIvor. owner of Proudly Serving LA, and business partner Chef Kevin Malone, turned their pandemic downfalls into victories by tapping into their expertise and driveways to begin a new venture in smashing a grilling some of the South Bay’s juiciest burgers.
McIvor, an east coast-raised punk, began his life’s career in the music industry, “I never really had direction growing up. I was fascinated with the music industry, I love punk rock, but I parted ways after time and discovered hospitality.” After shifting his focus, he became interested in craft beer and natural wine, and this opened his eyes to a world of artisanry. He realized he wanted to take part in creating something out of nothing.
The pandemic wiped most of the accounts he and his wife managed in their independently owned Public Relations firm. Since 2013, he has worked with over 100 restaurants. With the hospitality industry completely shutting down, Matthew went back to the drawing board and began spending more time in the kitchen. At first, he began practicing baking. Though it wasn’t his favorite, he decided to take a stab at baking cakes and cookies to pay some bills and kill his quarantine boredom. Then, on a usual trip to Target, he picked up what he calls a cheap grill and began practicing the art of burgers.