International fast-casual restaurant eeetwell has ambitions to open 80 sites in London after opening its inaugural UK site on Portobello Road.
The health-led food brand is keen to bring its sustainable and “wholesome” menu offering to London’s health-conscious consumer.
Founder Ammar Soltan tells MCA that the brand, which operates 18 sites in Malta, had the goal to open in London, “from day one”.
“There is a lot as a brand that we can learn here.”
Eeetwell’s “we are what we eat” ethos sees the brand work with at least 75% local produce, an ethos it is not willing to compromise on in its move to the UK.
“The main purpose is to help small businesses, locally”, says Soltan.
”We also try to reduce the wastage as much as we can from every aspect in food, and localise it as much as we can.
Eeetwell’s menu changes four times a year in line with the changing seasons, to ensure all ingredients are harvested at their prime for the highest levels of flavour and nutrients, he adds.
“We would love to expand in the UK, with strong partnership with local suppliers”, he adds.
With a “straightforward” franchise model, Soltan says “we are a foreign brand coming to UK, to support the local community, not just to make money.
“We care about what we’re doing. We care about where we’re located as well.”
With a long-term aim of 80 sites in the capital, the founder says the brand is currently considering further locations in Victoria, Baker Street and Oxford Street.
Soltan also has plans to extend the brands retail arm in the UK, with the sale of eetwell protein bars and shakes.
“Perhaps we could also have a food factory for the UK market.” In the shorter term, the brand will focus on launching a kid’s menu for the UK market.
Soltan is confident that eetwell’s offering will suit the UK consumer.
“I think in the UK, there is a lot of open-minded people who look after themselves.
With a focus on operating in convenient locations, he says “we want to be there to support them and make sure that the healthy choice is going to be close to them.
“So they don’t have to go to eeetwell, it will come to them.”
