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Swiss Butter’s Eddy Massaad: Resilience and Rapid Expansion in the Culinary World
Eddy Massaad, the visionary behind Swiss Butter, has significantly shaped the dining landscape since launching the brand from its first location in Beirut. His journey showcases the power of resilience and innovation in the face of adversity.
The restaurant’s original establishment was severely impacted by the tragic Beirut blast in August 2020. Remarkably, the steakhouse reopened just 30 days later, a testament to Massaad’s unwavering commitment to his community and his business. “We’re accustomed to navigating various challenges, especially in Lebanon,” he states. “This experience has fostered a mindset of practicality and problem-solving, allowing us to emerge positively from crises.”
Swiss Butter began its ambitious expansion in late 2021, successfully launching ten restaurants within a single year, including its inaugural outlet in London. With current revenues reaching impressive eight figures, Massaad has set his sights on establishing 100 locations over the next five years, aiming to capitalize on the growing popularity of his viral dining concept.
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Massaad entered the restaurant industry out of necessity, originally seeking to fund his biochemistry studies. This pursuit led him to embrace roles in restaurant management, where he eventually became a freelancer.
In 2010, he founded his own hospitality management services company, facing significant challenges in proving his worth in a competitive market. “The initial years were particularly tough as I struggled to establish my reputation,” he recalled. “While I secured contracts, the service industry’s inherent insecurities meant that losing even one client could necessitate scaling down my team.”
A strategic plan emerged as Massaad sought to navigate his business’s future. He aimed to expand into the Gulf region and pursue franchise opportunities for his clients, but when both paths faltered, he pivoted to forming his own brand: Swiss Butter.
“Failure was never an option. I realized that if I couldn’t succeed in the industry I claimed to master, my credibility would be jeopardized,” he reflected.
Launched in 2017, Swiss Butter found its home next to Massaad’s former school in Beirut. “We designed the customer experience meticulously, reverse-engineering the entire process to ensure it resonated with our vision,” he remarked.
Central to the brand’s allure is its signature sauce, a carefully crafted blend of 33 ingredients, including various herbs and spices, devised by Massaad’s chef brother. This sauce has become synonymous with the restaurant’s identity.
As consumer preferences shift back towards comfort food with a sophisticated touch, Massaad notes a resurgence in the popularity of steak frites. “My brother faced a formidable challenge perfecting this century-old sauce, but through persistent adjustments and tastings, we arrived at the ideal formulation,” he recounted.
By 2015, Massaad took ownership of the sauce recipe, collaborating with his brother as partners in the restaurant venture.
“My goal involved revitalizing a client’s restaurant concept for the UK market,” he explained. “This experience taught me vital lessons about adapting concepts for major cities like London or New York.”
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“I meticulously planned Swiss Butter’s operations, targeting a combination of quick service efficiency with the immersive experience of a full-service restaurant,” he added.
Swiss Butter’s streamlined menu showcases three main offerings: steak, chicken, and salmon, each paired with fries and the signature sauce, alongside a selection of two desserts. The restaurant’s model reflects a growing trend favoring single-item, high-quality dining experiences.
“We aimed to eliminate any stress that customers might face throughout their dining journey,” said Massaad. “Complex menus can often induce anxiety, much like browsing Netflix while struggling to choose a movie.”
Differentiating itself from conventional chains, Swiss Butter maintains complete ownership and operational control across all its outlets.
The Lebanese entrepreneur emphasizes a philosophy of “no franchising, no shortcuts,” which has been pivotal in upholding the restaurant’s quality and customer experience. Furthermore, consumer-generated content has served as a powerful marketing tool, significantly enhancing the restaurant’s visibility on social media platforms.
Consistent quality remains a primary focus, though Massaad acknowledges the challenges of entering new markets.
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“Establishing operations in the UK presented hurdles. While launching the business was relatively straightforward, securing a location proved arduous, as landlords often hesitate to welcome fresh, outside brands.”
Through determination and strategic thinking, Massaad has surmounted these obstacles. His analytical approach, honed during his studies in biochemistry, plays a crucial role in maintaining high industry standards.
Currently, Swiss Butter employs around 570 individuals globally. The establishment of the Swiss Butter Academy underscores Massaad’s commitment to food safety standards and succession planning, reflecting his long-term vision for sustainability in the industry.
“Our ultimate ambition,” he concludes, “is to disseminate our unique dining experience to every major city across the globe.”
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uk.finance.yahoo.com