Today we’d like to introduce you to Julian Martinez.
Julian, we appreciate you taking the time to share your story with us today. Where does your story begin?
I opened up Barbareño with my business partner, Jesse Gaddy, in the fall of 2014. We were both very young (I was 25, Jesse 24), and were in way over our heads. I had been a cook and sous chef, working up in the Bay Area, but really had no business experience to speak of. We spent about a year planning the opening, and mapped out pretty much every possible scenario. When we finally secured the location, we did a lot of the work ourselves–from the restaurant design, to building the bar, to jackhammering the floor, deep cleaning every square inch of the space, etc. Once operational, we also really homed in on our brand and the purpose behind the restaurant. Looking back, this was critical for the business’ long-term success, and we truly are a purpose-driven business. Being as young as we were, neither of us really had any other obligations, so we worked tirelessly onsite, allowing us to slowly make corrections and improvements to the business. I worked the back of house, Jesse worked the front. Twelve years later, the business still does have a very authentic feel (I would say it feels the opposite of corporate). We also co-own Bistro Amasa, also located in downtown Santa Barbara, which we opened in the fall of 2025. I also serve as executive chef of that restaurant. Overall, at both restaurants. we try to serve food that diners can connect to, which is rooted in some sense of shared history. In my cooking, and in our restaurants as a whole, I always want to make people feel comforted. Not in the typical sense of “comfort food,” but rather comforted in food that is not too intimidating, triggers nostalgia, and is not overly fussy or rich. It should be food that makes you feel good.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Owning a small restaurant has not been the easiest path. It isn’t usual that it is. We’ve had a lot of ups and downs, and I personally have struggled with burnout on-and-off over the years. Operating on a small budget to start was definitely a challenge, but I think the results show in a restaurant that feels authentic to us as owners and to the community as a whole, as we were able to adapt very quickly based on what our guests wanted. COVID was obviously one of the biggest struggles for us. There was so much uncertainty, and it really shook up the labor market here in Santa Barbara. Even to this day, labor has been much more expensive. Controlling this aspect of the business is definitely an ongoing struggle for us.
Thanks – so what else should our readers know about Barbareño?
Barbareño is a contemporary California restaurant rooted in the ingredients, history, and traditions of the Central Coast. Our menu celebrates the region’s incredible farms, ranches, fisheries, and wineries, drawing inspiration from the diverse cultural influences that have shaped Santa Barbara over generations. Rather than following trends, we focus on thoughtful, ingredient-driven cooking that reflects a true sense of place.
What sets us apart is our commitment to sourcing exceptional local products and transforming them into food that feels both refined and approachable. We’re proud to have been part of the Santa Barbara dining community for over a decade, earning the trust of our guests through consistency, hospitality, and a genuine passion for showcasing the best our region has to offer. We are best known for our Santa Maria BBQ dish. This is a slow cooked tri tip, cooked over red oak, served with pinquito beans and a farmers market pico de gallo. This dish epitomizes so much of what we are all about.
What quality or characteristic do you feel is most important to your success?
For me personally, diligence has taken me a long way. I’ve had periods of doing a tremendous amount of work in a short period, but the work that has made the most impact is the steady work I’ve put in through the years. I try to approach every day with a goal in mind that I can look back on and feel like I accomplished something. When I find myself performing the same work day in and day out, I seek to delegate. My fundamental philosophy as a business owner is that it is my job to create good work for myself. Once I’ve created that work, it is then my job to get out of the way and find someone who can do that work better than me. It pays to be humble and not think you’re the best at everything as an entrepreneur.
Contact Info:
- Website: www.barbareno.com, www.bistroamasa.com
- Instagram: @barbareno_sb, @bistroamasa
- Yelp: https://www.yelp.com/biz/barbare%C3%B1o-santa-barbara, https://www.yelp.com/biz/bistro-amasa-santa-barbara
