An IRS-enrolled agent with a master’s degree in taxation, Zenon McHugh spent two decades helping other small businesses navigate payroll, real estate deals, and tax planning. But when a property opened up in his Chicago neighborhood, he saw an opportunity too good to pass up.
It wasn’t just about owning a bar — it was about owning the real estate. “I cared more about the building than the bar at first,” McHugh admits. Located near Midway Airport, with major redevelopment happening nearby, the spot had huge upside. “Worst-case scenario, I figured I could just hold the property.”
Doing It The Right Way
But McHugh didn’t stop there. Twisted Shamrock Pub was born, a tavern designed not to chase the college crowd, but to become a true neighborhood institution: a place for well-made Old Fashioneds, live music, and community connection.
Opening day wasn’t flashy. There was no grand ribbon-cutting, just Zenon, his uncle (a longtime operator), and a soft opening strategy that lasted nearly a year. “We didn’t want to give away $2 drinks just to pack the place,” he explains. “We stuck to our brand — and it hurt the first nine months.”
The Bar Trifecta
The patience paid off. By resisting the temptation to compromise, Twisted Shamrock gradually built a loyal customer base that appreciated quality over quantity. McHugh leveraged his business background every step of the way, securing liquor, patio, and entertainment licenses to maximize the property’s potential — a trifecta that many bars never achieve.
Still, even with his expertise, there were tough moments. “Honestly, we spent way more money than anticipated,” he recalls. “I was looking at the P&Ls, looking at the balance sheet, and I had that moment — what the fuck did I just do?”
Yet McHugh knew the numbers better than most. Unlike many operators who only glance at their books quarterly, McHugh reviews inventory, cost of goods, and financial performance every week. “You have to know your trends,” he says. “If you’re missing five bottles a week, that’s real money slipping away.”
Beyond financial discipline, McHugh tapped experts like F3 Tech’s Dan Diaz to install systems he didn’t have time to master himself — from internet failover backups to POS integrations. “You have to know when it’s smarter to hire someone,” McHugh points out. “The time you spend trying to save a few bucks costs you way more in lost opportunity.”
Content Is King
Content marketing also plays a major role in Twisted Shamrock’s success story. Zenon and his team produce funny, engaging videos across TikTok, Instagram, and Facebook, collaborating with local businesses and artists to keep the pub visible and vibrant. “We want to create the vibe that makes people say, ‘What are these guys up to this week?’” he says.
Twisted Shamrock isn’t just a bar — it’s a long-term investment in community, real estate, and brand loyalty. Thanks to Zenon McHugh’s strategic vision and relentless focus on both numbers and storytelling, the future looks anything but twisted.
If you’re ever in the area? Zenon suggests skipping the typical shots and ordering a proper Old Fashioned — the way it was meant to be.
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