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If you’ve walked down Southampton Row over the past few years, you might have noticed the ever-present, unfathomably long queue outside a steakhouse called Swiss Butter.
The Beirut-born brand is now expanding its London footprint with two more restaurants, with spots in Shoreditch and South Kensington opening before the year is out.
The Gloucester Road restaurant soft launches this weekend and officially opens at the start of December. It’ll be the brand’s 22nd restaurant worldwide, and followed by a Shoreditch site on Bethnal Green Road before the end of next month.
The Swiss Butter menu centres on what they call ‘The Plate’ – a platter of protein (either beef entrêcote or fillet, chicken or salmon), which comes with fries, a green salad, some slices of baguette and unlimited luminous yellow butter sauce. Sure! Why not!?
Speaking about the two new London restaurants, founder Eddy Massaad said: ‘London has been an incredibly exciting market for Swiss Butter, and we’re delighted to be announcing two new restaurants in the capital. The response to our first UK location in Holborn has been fantastic, and opening in South Kensington, with Shoreditch to follow, represents another important step in our journey.’
A Paris restaurant also recently opened. ‘It’s incredibly rewarding to see Swiss Butter continuing to grow across Europe,’ added Massaad. ‘Our philosophy has always been simple: exceptional food, consistency and an experience that brings people back time and time again. We’ve never believed that a great restaurant needs a complicated menu. For us, it’s about doing one thing exceptionally well and creating something people genuinely enjoy.’
Find the new branch of Swiss Butter at 128 Gloucester Road, South Kensington, SW7 4SF.
The best London restaurants for steak, according to Time Out.
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