When people ask how Swiss Butter scaled across five countries, and is now heading into three more, the answer is not flashy branding or viral marketing. It’s operations. It’s supply chain. And it’s system design.
From day one, we knew that if we wanted to offer the exact same product in Beirut, Dubai, Riyadh, Madrid, and London, right down to the texture of the sauce and the crisp of the fries, then the backend had to be treated like a core product, not a support function.
We don’t outsource the hard parts. We build them.
Structure Beats Speed
Most restaurant groups expand and then try to retrofit operations to keep up. We flipped that. We designed our supply chain to scale before we even opened. That meant identifying strategic suppliers, designing the supply chain infrastructure, and investing in multi-market logistics flows to integrate sourcing, storage, and logistics systems across countries.
Execution occurs when the volumes are met. Preparation for new markets is done thoroughly in advance rather than adapting on entry.
Every country we enter starts with deep R&D: how to match product integrity under local regulations, how to mitigate delays at customs, how to reroute in case of geopolitical disruption or port backlog. That’s why we never had to scramble, we engineered resilience from the start.
Control Is Our Competitive Edge
We made a clear decision : no franchising. Not because we’re against scale, but because we’re for control. When you franchise, you outsource your problems. When you stay company-owned, you can move with agility, make decisions without red tape, and most importantly, protect the guest experience.
Our proprietary sauce is manufactured under strict controls. Our Beef and fries come from centralised sourcing channels. Even our furniture, fixtures, and equipment are part of the same supply philosophy, designed, produced, and distributed through us. Every touchpoint is intentional. That’s what allows us to deliver the same simplicity and soul, one store at a time.
Supplier Partnership > Price Negotiation
At Swiss Butter, we do not chase the lowest bidder. We build long term relationships. We work with suppliers who grow with us. That applies to everything from sauce and beef to fries and kitchen gear.
First, we secure volume. Then, we lock in pricing. And we coordinate shipments across markets to reduce risk and guarantee availability. This is how we protect our stock when others are stuck. At scale, we are no longer just a customer. We are a partner they prioritise.
Vertical Integration Is the Future
We do not wait for the market to solve our problems. We solve them ourselves. That means owning as much of the process as possible. From sourcing to shipping to what arrives on the plate, we stay involved.
Supply chain is not just a cost. It is a profit lever, a quality gatekeeper and a long term asset. We treat it like the foundation, not the overhead.
Consistency Is a Promise, and a System
The emotional experience of Swiss Butter, its warmth, tone, music, and flow, is only possible because the operational backbone never breaks. You can’t deliver emotional consistency without operational precision.
That’s why we’ve institutionalised training through our Swiss Butter Academy, aligned every process across borders, and built a rhythm of operations reviews, dashboards, and feedback loops. Every system, every country, every shift, same heartbeat.
The Invisible Work Is the Most Valuable
Restaurants get attention for what’s on the plate. But behind every consistent plate is a thousand invisible decisions: where it’s sourced, how it’s stored, how it’s shipped, how it’s forecasted, quality-checked, and corrected.
Most brands invest in front-of-house experience. We invest just as much, if not more, in what no one sees.
At Swiss Butter, we’re not chasing perfection. We’re building for longevity. And that means putting supply chain at the centre of strategy, not as an afterthought, but as the foundation.
Because in our world, consistency isn’t a goal, it’s a system.
- Collaboration & Optimization
- Sourcing & Procurement