A Croydon entrepreneur who has been running businesses since 1991, has been named Most Inspiring Entrepreneur in the National Entrepreneur Awards by Entrepreneurs Circle.
Max Pistone, Co-founder and CEO of Casa Argentina, took the title at the annual awards hosted by Alex Horne, from TV’s “Taskmaster at the ICC Birmingham.
Casa Argentina has built its reputation on an obsession with quality – from premium steaks and handmade sausages to wonderful wines and its award-winning dulce de leche.
Last year Casa Argentina won Best Customer Service at the same national awards, but this time judges recognised the extraordinary personal story behind the business.
Max’s entrepreneurial journey began aged just 17 in Buenos Aires, where he left a secure IT job to launch a technology support business for lawyers in 1991.
The company nearly tripled in two years and was acquired by a larger IT business in 1993.
After later working in his family’s healthcare import and distribution business and travelling the world, Max arrived in London in 1998 and started again in a new country and his third language.
He joined one of London’s early Argentine steakhouses, El Gaucho, as head chef before progressing into management and becoming Director of Operations, helping grow the company from around £250,000 annual turnover to more than £2 million.
In June 2015 he joined Casa Argentina Limited when he spotted an opportunity to make authentic Argentine food more accessible in the UK and re-launched an online shop in December 2015, followed by a restaurant in 2018.
After covid Max was forced to sacrifice two of his companies to save Casa Argentina, an experience that he says changed him as an entrepreneur.
Now the company supplies leading restaurants including Gaucho, as well as embassies, chambers of commerce, loyal local customers and a number of Premier League footballers.
Founder and CEO Max Pistone said:
“I used to think responsibility meant carrying everything myself. I’ve learned that a sustainable business can’t depend on one exhausted founder rescuing every situation.
“There have been painful decisions and things I wish had never happened.
“But I became a better leader because I had to. Casa Argentina is stronger, the team has more ownership and we now have a very clear idea of where we’re going.
“To have that journey recognised with this award means an enormous amount.”
Casa Argentina built its customer service around a simple principle: “Please Make Me Feel Special.”
The results included winning Best Customer Service at the 2025 National Entrepreneur Awards, maintaining an average rating of 4.9 from more than 1,400 public reviews and receiving multiple Great Taste Awards.
The seven-strong company has now returned to strong growth, increasing revenue by 30% over the past 12 months and forecasting a further 25% increase over the coming year.Its longer-term plan is to double in size by the end of 2027.
Max added:
“Our business has a proud legacy of over 25 years, based in London, and we’ve grown by staying true to one rule: never compromise on quality. This award is a recognition not just for me, but for our entire team and for the customers who’ve supported us from the very beginning.”
Max now also shares the lessons from the experience in a personal email he writes every Friday to customers, prospective customers and fellow business owners.
Rather than simply promoting Casa Argentina’s products, he writes about mistakes, fear, family, leadership and the realities of running a business, personally replying to the responses he receives.
The National Entrepreneur Awards are organised by Entrepreneurs Circle (EC), the UK’s largest membership organisation for business owners.
The 14th annual ceremony was held at the ICC Birmingham to celebrate entrepreneurs who build, inspire and transform the UK economy.
Nigel Botterill, founder of Entrepreneurs Circle, said:
“To go from fighting for survival to winning Best Customer Service last year and now being named Most Inspiring Entrepreneur is quite a journey.
“Max kept turning up, making the next decision and moving forward. That’s entrepreneurship in the real world and I’m delighted we’ve been able to recognise him.”
