A Redondo Beach Couple Turns a Pandemic Pivot Into the South Bay’s New Favorite Smash Burger Spot

What began as a pandemic-era change born out of necessity has grown into Proudly Serving, a must-visit for its smash burgers, craft beer and natural wine. Before the sizzle of burgers and scent of griddled onions wafted down South Bay streets, Matt and Jenn were East Coasters, navigating their 20s in Salt Lake City.

“We met through the Jersey music scene,” Jenn recalls. “It was all about live shows and mutual friends—very connected to music.” That passion still pulses through Proudly Serving, from the punk-influenced branding to the playlists echoing in their Hermosa and Redondo locations.

“I want people to not just eat here; I want them to hang out, bring friends, enjoy the vibe. Hospitality is everything.”

They landed in Los Angeles in 2009, gravitating toward the Beach Cities that reminded them of the Jersey Shore. The McIvors soon immersed themselves in the hospitality and PR worlds, helping restaurants adapt to the then-nascent tool of social media. But by 2020, Matt was ready for something different.

“COVID was sort of a blessing in disguise,” he reflects. “I had one foot out the door already, and when clients started dropping like flies, I knew it was now or never.” So he turned to a familiar comfort: burgers. Not just any burgers, but the perfect smash burger.

Armed with a $30 tabletop griddle from Target, Matt set up shop on the rooftop of their Redondo condo. Jenn remembers those early days vividly: “We had a pod with our condo neighbors, so we’d all meet in the driveway. Matt would make burgers, and everyone would give feedback. It was our own little burger test kitchen.”

After plenty of iterations, Matt says the 15th attempt finally hit the flavor profile he’d dreamed of. The PS Burger (short for Proudly Serving) was born. Encouraged by rave reviews from neighbors and strangers alike, the McIvors launched their first pop-up in their driveway.

“We had a line of 75 to 100 people wrapping around the block,” Matt laughs. Jenn was whipping up cookies and fries, and the two operated like a full-blown restaurant—without actually having one.

As their pop-up momentum grew, so did their ambitions. They held events everywhere from Long Beach to Pasadena but found their sweet spot in the South Bay. “We had a residency at Select Beer Store in Redondo every Friday,” Matt says. “That really built our local following.”

They also popped up regularly at Riviera Village favorites like The Aloha Bungalow and collaborated with beloved neighborhood spots like Project Barley. The couple cultivated not just customers but genuine community fans.

“These places gave us a shot when we were just slinging burgers off a folding table,” Jenn adds. “We’re forever grateful. That’s what the South Bay is all about—people helping each other grow.”

Soon, opportunity knocked. Project Barley on the Redondo Pier offered Matt and Jenn use of their underutilized kitchen. “It was the break we needed—our first shot at a brick-and-mortar with minimal overhead,” Matt says. “It was still a real restaurant though, and we had to learn fast.”

The Pier location thrived, with lines forming before opening. But the McIvors still dreamed of a space they could call their own. When Matt noticed a vacant storefront while driving home, he made the call—and to his surprise, the price was within reach. With help from friends and a lot of elbow grease, Proudly Serving Hermosa Beach opened its doors.

“It’s not fancy—it’s got its quirks,” Matt admits. “But that adds to the charm. Especially here in the Beach Cities, people love those surviving shacks. It’s part of the culture.”

The newest Redondo location is a step up in terms of space and design. “We had the money this time to really bring the brand to life,” Matt says. “It’s clean, bright, with natural light and a much bigger kitchen.” And yes, the wait times are significantly shorter.

The Proudly Serving brand continues to evolve. There’s a food truck on the horizon, and they’re dipping into natural wine with a new label called Everything Is Orange. “We’re making our own orange wine with a winemaker friend,” Jenn beams. “It’s a nod to our branding and a first for the South Bay’s natural wine scene.”

Integral to the story is their son, Owen, now 5½, who’s been part of the journey from the beginning. “We used to plan pop-ups around his nap schedule,” Jenn says. “Now he loves being in the kitchen and helping out.”

The McIvors refer to him as their “mascot,” and there’s even video of him taking his first bite of a PS Burger—pure magic.

Despite their success, Matt is far from complacent. “The real journey starts now,” he says. “I’m not someone who can just be content. There’s always a next step.”

In addition to the food truck and future locations, Matt dreams of building Proudly Serving into a lifestyle brand. “I want people to not just eat here; I want them to hang out, bring friends, enjoy the vibe. Hospitality is everything.”

That ethos shines through every aspect of their business, from the curated playlist to the thoughtfully designed interiors and laid-back coastal energy. “You can grab food anywhere,” Matt says. “I want this to be a place people are excited to visit.”

And the South Bay is definitely excited. As loyal locals are lining up weekly, Proudly Serving has become more than just a burger joint—it’s a community staple, built on grit, flavor and a whole lot of heart.