Igor Mladinović
Episode · #595
VRIJEME JE ZA GOSPODARSTVO Igor Mladinović
Guest Igor MladinovićHosted by Darko BukovićMay 3, 2026
Igor Mladinović
About this episode
What you'll hear in this conversation
Zagreb's La Štruk became a widely celebrated restaurant by doing one counterintuitive thing: serving only a single dish. Co-founder Igor Mladinović, an engineer by training and a creative director by profession, explains how he and his partners — a physical education teacher and a sailing instructor — defied local skepticism to build a brand around traditional Croatian štrukle. Their success story is not just about food; it's about the conviction to be different and the unexpected advantages of approaching an established industry as an outsider. You will walk away reconsidering whether deep industry experience is always a prerequisite for success, or if a fresh perspective can be its own competitive advantage.
Insights from the conversation
What to take from this episode
01
La Štruk's founding premise was to open a restaurant in Zagreb that served only štrukle, a traditional local dish, at a time when the city lacked any authentic, single-focus regional cuisine spots. Instead of chasing trends like burgers or Neapolitan pizza, they identified a gap for deep local authenticity.
02
When they secured a prime location in Skalinska street, neighboring restaurateurs questioned their sanity: 'Who will come for štrukle? Why not open a pizzeria?' When everyone tells you your idea won't work, it might be the strongest signal that you've found an untapped market.
03
Mladinović and his co-founders explicitly state that their lack of prior hospitality experience was a key to their success. Coming from outside an industry allows you to challenge its conventions and build something genuinely different, unburdened by established 'best practices'.
04
Mladinović believes that 'ignorance and naivety are prerequisites for a lot of success,' comparing it to a band's first album being its most honest before producers and audiences weigh in. Not knowing all the potential problems allows you to take risks and pursue an idea with a purity that might be lost once you're fully aware of the obstacles.
05
In the early days, the founders personally drove to Metro twice a week, physically carrying heavy supplies of cheese and flour because no one would deliver to a small, unknown business. That initial, hands-on struggle builds a deep, personal connection to your brand that money or investors cannot replicate.
06
La Štruk has received offers to sell the entire business and numerous proposals for franchising, all of which they have declined. Some brands are so intertwined with their founders' character and local identity that attempting to replicate them elsewhere would diminish their essence.
07
The restaurant's building itself is the oldest on Skalinska street, incorporating parts of the old Kaptol wall, and was even a restaurant where Marija Jurić Zagorka allegedly ate štrukle. Embedding your brand in deep local history and narrative creates a sense of place and story that cannot be franchised or easily copied.
08
The three co-founders remain fully independent, without big investors or sponsors, allowing them to choose their own suppliers and even their own sunshades. Maintaining complete control over every detail, no matter how small, is how you preserve the authenticity of a brand built on a singular vision.