A restaurant built around a single dish and a secret sauce has opened its second London branch, bringing its stripped-back menu to South Kensington.
Swiss Butter, an internationally recognised dining concept with 23 locations worldwide, launched its South Kensington restaurant on Gloucester Road on 7 November, with formal launch celebrations scheduled for early December.
The restaurant is known for its single-dish menu, offering a choice of beef, chicken or salmon, served with fries, a side salad and its signature Swiss Butter sauce. The brand emphasises a straightforward, high-quality dining experience over an extensive menu, with just three protein options and a focus on perfecting each element of the meal.
The opening follows the brand’s UK debut in Holborn in 2023, where founder Eddy Massaad says people have queued most nights ever since.
“London has been good to us,” Massaad said. “We opened in Holborn in 2023 and people have queued most nights ever since, so we are opening two more: South Kensington first, then Shoreditch.”
“The same dish, the same sauce, the same standard, and the same culture,” he added.
The South Kensington restaurant, at 128 Gloucester Road, is open Monday to Saturday from 12pm to 12am, and on Sundays from 12pm to 11pm.
Swiss Butter plans to continue its London expansion with a third UK location set to open in Shoreditch in late 2026. The two new openings will bring the brand’s UK portfolio to three restaurants, following its successful debut in Holborn in 2023, as the group continues to expand its international footprint.
The launch follows the company’s first restaurant in Paris, which opened in October and marked a key step in its European expansion. Its Paris debut at 13 Rue du Faubourg Montmartre in the 9th arrondissement introduced the concept to one of the world’s most respected culinary cities.
Founded by entrepreneur Eddy Massaad, Swiss Butter has built a loyal following across the Middle East and Europe through its focus on quality, consistency and accessibility. The brand’s signature sauce and simple menu have become central to its identity and appeal, and the chain believes the model allows it to maintain high standards across all its locations.
The company has described the strong response during its first weekend in South Kensington as evidence of London’s appetite for its culinary concept, and the restaurant is now fully open to the public.
The opening is the latest in a run of new food arrivals in London. Clapham is also set to welcome a second London branch of Australian frozen yoghurt chain Yo-Chi later this year, while a new Aldi opens in Willesden on 26 November, with the first 30 people in the queue receiving free fruit and vegetable bags.
