Swiss Butter was founded by Eddy Massaad in 2017 in the Middle East, building a cult following in Lebanon, Saudi Arabia and the UAE. The first European site opened in London’s Holborn, with a deliberately minimal menu (beef fillet, chicken or salmon) and a signature butter sauce built on 33 herbs and spices. All £19. Walk-ins only.
The content engine is the value story. Creators built whole videos around the £19 deal, and the queues did the rest. Multiple creator posts on Swiss Butter have cleared a million views each, with the top one pulling 1.58M reach. The queue outside Holborn became part of the attraction.
Swiss Butter partnered with Joli to keep the momentum going. Every new wave of creators lands with the same clean pitch: three dishes, one sauce, £19. The simplicity is the story, and creators don’t need to explain it twice.