London to welcome Swiss Butter's first European restaurant

Casual 'diner-esque' steakhouse chain Swiss Butter is coming to London next month, with the opening set to be the brand's first European outpost. 

The menu centres on three simple mains: beef fillet, chicken breast and salmon fillet. Each dish is accompanied by the brand's secret Swiss Butter sauce, a mesclun salad, a freshly-baked baguette, chilli flakes and a choice of fries or baked potato. In addition to the mains, desserts such as molten chocolate fondant and pain perdu will be offered.

The business currently operates in multiple cities worldwide, with two sites in Dubai and one in Abu Dhabi, UAE, three in Riyadh and one in Jeddah, Saudi Arabia, and two in Beirut, one in Jal El Dib, one in Batroun and one in Zahle, Lebanon. Due to its growing popularity, the brand is looking to expand into major international cities – with London penned as the first port of call for Europe. 

In the competitive hospitality industry, rapid expansion is generally powered by franchising. However, rather than opting for the traditional franchising model, Swiss Butter is choosing to prioritise the long-term cultivation of brand value over immediate profits. 

Founder and CEO Eddy Massaad

"Franchising, while appealing for rapid expansion, comes with its fair share of pitfalls. One significant issue is the potential dilution of brand quality and standards due to decreased control," says company founder and CEO Eddy Massaad. 

"Discrepancies across outlets can start to surface, tarnishing the brand we've worked so hard to create. Another challenge is that franchisees often prioritise short-term profits over our long-term vision, which could lead to cost-cutting measures that further compromise the customer experience," he adds.

"While the prospect of quick profits and rapid expansion is tempting, we choose to prioritise the long-term value and authenticity of our brand. 

"Instead of franchising. we occasionally partner at the local level. We handpick partners who align with our brand values and understand the Swiss Butter ethos."

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