Mastering Simplicity: Eddy Massaad on the Swiss Butter Success Story
At UAE Times, we are always on the lookout for visionary entrepreneurs who are redefining industries with their unique approach. Today, we have the pleasure of speaking with Eddy Massaad, the founder of Swiss Butter, a brand that has not only carved out its niche in the restaurant industry but has also redefined the Steak Frites Sauce (SFS) dining experience on a global scale. In this exclusive interview, Eddy shares the journey of Swiss Butter, key milestones, and the philosophy behind its remarkable success.
Can you share key milestones and turning points in your journey with Swiss Butter and as an entrepreneur?
Swiss Butter began with a clear vision: to offer a focused, high-quality dining experience built around a single, perfected concept. Our first location in Beirut validated that idea, the response from customers was immediate and overwhelming. It confirmed that simplicity, when executed at the highest level, could be a powerful differentiator in the restaurant industry.
One of the most significant turning points was our decision to expand internationally while maintaining full ownership. Many brands choose franchising to grow quickly, but we knew that for Swiss Butter to succeed globally, we had to retain complete control over quality, consistency, and experience. Our expansion into Dubai, Riyadh, London, and Madrid reaffirmed that the Steak Frites Sauce (SFS) category had global potential, proving that customers everywhere crave high-quality, experience-driven dining.
Another key moment was the recognition that Swiss Butter is not just a restaurant, it’s leading an entire category resurgence. Steak frites has existed for over a century, but by refining every detail and making it a scalable, globally consistent experience, we’ve redefined how people engage with it on a regular basis.
Eddy Massaad , What inspired you to start your own company or venture in the restaurant industry?
I’ve always been passionate about the business of restaurants. How a well-structured operation, an efficient model, and a strong brand identity come together to create an exceptional dining experience. Swiss Butter was built on the belief that a restaurant doesn’t need endless variety to be successful. In fact, focus is what allows for consistency, efficiency, and long-term scalability.
The idea of specialization was key. Too many restaurants try to cater to everyone, which often leads to operational inefficiencies and a diluted brand. I wanted to create something different – where a single, well-executed concept could deliver both quality and scalability without compromising on experience. That’s what Swiss Butter stands for.
How do you foster innovation within your company with a one-item menu?
A focused menu doesn’t mean a lack of innovation, it demands it. Innovation at Swiss Butter happens in execution: how we refine every step of the process, from ingredient sourcing to kitchen workflow, ensuring that every dish is consistently exceptional.
We also innovate through experience, how we present our brand, how we engage customers, and how we design each location to create a seamless and memorable dining moment. A great restaurant is not just about food; it’s about how people feel when they dine there. That’s where we continually push boundaries.
Eddy Massaad , Can you provide an example of a successful innovation initiative?
Our signature butter-based sauce is one of the biggest innovations within the Steak Frites Sauce (SFS) category. Steak frites is a beloved classic, but we redefined it by introducing a rich, complex sauce made from 33 herbs and spices, creating a completely new experience around a traditional dish.
Beyond the plate, our approach to scaling without franchising is an industry innovation in itself. Most brands rely on external operators for expansion, but we’ve built a model that allows us to control every aspect of the business while growing internationally.
Eddy Massaad , How do you attract and retain customers?
Consistency is key. A restaurant’s greatest strength is when customers know that every visit will deliver the same exceptional experience. At Swiss Butter, whether you dine in Dubai, Riyadh, or London, you receive the same dish, the same hospitality, and the same high standards.
Beyond that, our brand has built a strong organic following. Customers talk about Swiss Butter because the experience is unique and the brand is personable. It’s a restaurant people recommend, share on social media, and return to time and again.
How important has mentorship and networking been in your professional journey?
Mentorship has been invaluable. The restaurant industry is complex, and learning from those who’ve navigated it before has helped shape my perspective. Surrounding yourself with people who challenge your thinking and bring different strengths to the table is one of the most important things you can do as an entrepreneur.
Networking has also played a crucial role in Swiss Butter’s expansion. Every market we enter comes with new regulations, cultural nuances, and operational challenges. Having the right relationships, whether with suppliers, local experts, or industry peers, helps us adapt and succeed in every region.
Eddy Massaad , How do you assess and mitigate risks in your business?
The restaurant industry is unpredictable. Markets change, costs fluctuate, and consumer habits evolve. The key to risk management is staying agile and disciplined.
Swiss Butter mitigates risk by taking a calculated, long-term approach to growth. Instead of expanding aggressively, we enter markets only when we are confident that we can deliver the same experience at the highest level. Owning every location instead of franchising ensures that we remain in control, reducing the risks that come with third-party operators.
How do you adapt your business strategy to capitalize on emerging opportunities and industry shifts?
We pay close attention to consumer behavior. The post-pandemic shift towards experience-driven dining, for example, has reinforced our belief that customers value quality over excess. This insight has shaped how we expand, how we engage with customers, and how we refine the Swiss Butter experience.
Our strategy is always evolving. We balance data-driven decisions with intuition, ensuring that every move we make aligns with both the market and our brand philosophy.
Eddy Massaad , What advice would you give aspiring entrepreneurs in the restaurant industry?
Master one thing before trying to do everything. Too many restaurants fail because they overcomplicate their concept. Simplicity, when executed well, is powerful.
Control your growth. Expanding too fast without the right infrastructure leads to inconsistency, which damages the brand.
Quality is everything. Your customers will notice if you cut corners. Every decision should prioritize excellence.
Adapt or be left behind. The industry is always changing. The best entrepreneurs are the ones who stay ahead of shifts, rather than reacting too late.
Surround yourself with the right people. Your team, mentors, and partners will define your success.
What are your long-term goals for your company? How do you plan to remain competitive in the evolving business landscape?
Swiss Butter is not just another casual dining restaurant, it’s leading a category resurgence. Our goal is to continue growing the Steak Frites Sauce (SFS) category globally while maintaining full control over quality and experience.
We plan to expand strategically, selecting markets that align with our brand philosophy. By the end of 2025, we’ll have new locations across Europe and the Middle East and a few further abroad (we’ll keep you updated on that), but we’ll continue scaling in a way that protects our brand integrity.
Closing Thoughts
Eddy Massaad’s journey with Swiss Butter is a testament to the power of focus, quality, and strategic growth. By redefining an age-old dish and maintaining an unwavering commitment to excellence, Swiss Butter has positioned itself as a global leader in the SFS category. As the brand continues its international expansion, it remains a shining example of how a well-executed vision can create an enduring impact in the restaurant industry.
Stay tuned for more exclusive insights from industry leaders at UAE Times!