Swiss Butter - Food and Drink News

When Swiss Butter opened its doors in Beirut in 2017, few could have predicted the ripple effect that would follow. What appeared to be a simple, pared-back menu, high-quality steak, golden fries, and a secret butter-based sauce, would soon revolutionize how the world views a once-traditional brasserie dish.

By choosing focus over variety, founder Eddy Massaad didn’t just serve steak frites, he transformed it into a category-defining experience. Swiss Butter’s “less is more” ethos resonated across borders, proving that simplicity, when executed with precision, can be both luxurious and wildly scalable. It wasn’t long before food critics and F&B analysts coined a new term: “SFS”, Steak Frites Sauce – officially acknowledging the brand’s influence in shaping a new dining segment.

From Beirut to London, Dubai to Madrid, Swiss Butter’s blueprint has not just inspired but outright spawned imitators. Some, like New York’s Skirt Steak and Sydney’s newest steak frites venues, offer respectful nods to the original. Others, such as Simple Butter in Lebanon and Butter Pan in Saudi Arabia, have mirrored everything from the plating and staff uniforms to the interior aesthetic. Yet none have matched the consistency, flavour, or cult following Swiss Butter continues to command.

What makes Swiss Butter untouchable isn’t just its signature sauce or iconic plate presentation. It’s the brand’s unwavering control over quality, atmosphere, and service. Each location, whether in Riyadh or Holborn delivers the same crave-worthy, elevated experience that first put the Beirut flagship on the map.

With over two-hour daily waits, viral social content, and expansion plans into new global markets, Swiss Butter is no longer a niche concept. It’s the face of a modern movement, one where a single, perfectly-executed dish has the power to disrupt dining culture worldwide.

While others may copy, Swiss Butter continues to lead, not just as the original, but as the standard-bearer for what steak frites has become: an accessible icon; globally craved.