From Laughs to Empanadas: How Mario Vivas is Serving Joy in NYC

New York. What truly sets Mario apart isn’t his Argentine accent—it’s his irresistible charm. He’s the kind of guy who greets you with a smile, no exceptions. But the real magic? His laugh. It’s infectious, the kind that pulls you in, fueled by a sharp-witted remark that gets everyone cracking up.

In a city as ruthless as New York, that’s nothing short of a superpower—the kind that keeps you moving forward. And if you need proof, just look at the rise of Criollas, his booming Argentine empanada spot. Growth, evolution, and a whole lot of flavor—served with a side of that signature Mario energy.

Before anything else, who is Mario Vivas in New York?

It’s hard for me to define myself in a linear way because I see myself as multidimensional. But in concrete terms, I think Mario Vivas is an outsider—restless, experimental. I’m someone who doesn’t take things for granted until I do them and experience them firsthand. I steps outside the mold and refuses to be labeled.

Criollas has managed to establish itself as a strong brand in a city where the food scene is intense. What’s the secret?

I think Criollas positioned a product—the empanada. It’s such a noble product, so deeply rooted in my culture, yet often overlooked simply because people aren’t aware of its existence. Sometimes, people don’t choose to consume certain foods not because they don’t want to, but because they didn’t even know they were an option. I believe Criollas tapped directly into consumer desire, into the element of surprise—offering something they didn’t realize was an option. That trust a new customer gives us is a customer won for Criollas. We deeply value that relationship with our customers and always highlight how important it is to build a community with them. Empanadas wouldn’t sell without a community, and that’s thanks to both the quality of our product and our loyal customers.

But in the digital world, perception sometimes outweighs reality. A few months ago, an influencer from Argentina complained about Criollas’ prices on social media. How did you handle that moment?

Haha, I loved that she shared her opinion! What made me sad, though, was that she hadn’t even tried the empanadas. So, we invited her to come to our shop, and as a thank-you for making her video go viral, we gifted her a dozen empanadas. She LOVED them—the taste, the quality, everything! I think you have to know how to turn these situations around and use them to your advantage. I could talk about pricing for hours, but all I can say is that this is the magic of living in New York—you can consume whatever product you want. There’s a market for everyone. If you like empanadas, you can find them for $2, $4, $6, and even more expensive. It’s like walking into a high-fashion store like Gucci or Louis Vuitton and getting mad at the shoes or handbags for their price. We focus on quality, and people choose us for that—including the influencer from Argentina!

Besides Criollas, you also have other projects like Rosso Bar. How do you manage so many ventures at once?

The idea with Rosso was to extend the experience and give people a place to continue enjoying it. These days, people buy into experiences, so it’s important to give them that space. As food entrepreneurs, we have to stay aware of what the public wants. I believe Criollas and Rosso complement each other. Even though they’re different concepts, they both offer spaces where people can grab a drink and some tapas, take cooking classes, join workshops, or try different chefs at our monthly pop-up dinners. Being an entrepreneur means experimenting with different alternatives and business models—not everything has to be so linear. Sometimes you have to think outside the box and explore different options, even if that means opening multiple fronts at once. You have to live it to be able to tell the story.

What’s next for Criollas and for Mario Vivas?

What’s next for Mario Vivas is closely tied to what’s next for Criollas! Criollas has a promising future—I can’t share too much yet, but big things are coming. Expansion, for sure, but also a new proposal that could attract new audiences and make it easier for people to enjoy Criollas without having to live in New York.

To wrap things up: Is New York a toxic relationship? If so, how do you balance the good with the challenging?

The relationship with New York, like any relationship, is 50/50. And making it truly 50/50 is a lot—most of the time, it’s more like 30/70 or 40/60, haha. But it’s only toxic if you make it toxic. I think this city teaches you to respect TIME. The value of time here is unlike anywhere else in the world—it’s even more valuable than business itself. You have to respect it and make it count.

Amid all the work and the city’s contagious chaos, it’s essential to have good friends, solid relationships, and to carve out time to take care of your mind and body. Make time for your partner, make time to enjoy life. Challenges will always come, but they’re easier (or at least less difficult…) when you have strong emotional support that aligns with your personal growth. Everyone in New York is here for a reason—no one’s here just because. And there’s nothing better than feeling like you have a purpose.

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