Thesleff Group targets strategic expansion

Markus Thesleff, owner of London’s Los Mochis and Sale e Pepe, says the brand will undertake considered expansion in the capital and internationally.

“For us it’s all strategic”, he tells MCA. “It is not our ambition to be everywhere.”

The premium restaurant group will look to build an estate of three Los Mochis in the capital, as it gears up to launch its biggest project to date on 11 April – the 14,000 sq ft Los Mochis London City.

It comes after the addition of the brand’s smallest venue to date, Juno, the six-seat omakase at Los Mochis Notting Hill.

“It feels like going from a smart car to a Range Rover,” Thesleff tells MCA. 

Sitting high above Broadgate Circle, Los Mochis London City is seven times bigger than its inaugural Notting Hill restaurant. 

The new location brings the signature pan-Pacific pairing of Mexican and Japanese cuisine to the heart of Liverpool Street, taking guests from day to night with a bar, restaurant, two private dining rooms and a 3,000 sq ft outdoor terrace with panoramic views of the city.

A serial entrepreneur, Thesleff also recently opened experiential cocktail bar Viajante87, and is behind lounge and club concept Pangaea in London, New York, and Marbella, OKKU in Dubai and Riyadh and subsequently, London members’ lounge brand, Aviva.

Discussing his latest venture, Thesleff says, “When I saw the space, I absolutely fell in love with it. It is one of the best rooftops in London.With Los Mochis Notting Hill being as successful as it is, I think we have a proven concept, and now it is just about growing that.”

 Thesleff’s ambition is buoyed by an immense confidence in central London’s restaurant and late-night sector, despite recent headline figures.

“It has been between London and New York, for the culinary capital of the world, in the last 20 years. I think right now London has it and I’m so grateful to be able to be a part of that in some way.”

With Los Mochis London City his first foray into the district, Thesleff says, “I am particularly a big believer in the City coming back stronger and stronger.”

With an influx of new hotels, residential spaces, and retail outlets, the area is poised to emerge as “a cultural destination in its own right,” he adds. “Over the next five years it will fundamentally change, to become much more of a week-long, day-long affair,” he adds.

International plans

Outside of the capital, discussions are underway to bring Los Mochis to the US, with plans for the Knightsbridge trattoria concept Sale e Pepe to join, leveraging its strong American clientele base.

Additionally, Spain has emerged as a promising market on the company’s radar.

The existing Sale e Pepe restaurant recently underwent a £1.2m refurbishment, and Thesleff now sees potential to roll out up to three sites in the capital, alongside considerations for brand extensions.

“We’re actively looking at a couple of sites in London. As for expanding internationally, we’ll do that as and when we feel like we’ve found the right people to work with.

“America is an interesting market for that brand. I think the Middle East also,” he adds.

Thesleff reveals that outside of its existing brands, it is “quietly working on” two new concepts, which will come to the forefront post-Los Mochis flagship opening.

“There are a couple of potential acquisitions as well. If we do find the right brands or business investments, we will look at that as well. We’re in quite a fortunate position.”

 

 

Entertainment value

Thesleff’s vision extends beyond culinary boundaries, encompassing the vibrant late-night industry and rise of experiential dining.

“We’re also in the entertainment sector, and we compete for time,” he asserts, highlighting the need to provide “multi-sensory” experiences that captivate customers.

This, and the “quality of the product” is something people are willing to paying for, according to Thesleff. The brand targets the ABC1 demographic, emphasising that “the beauty of our food is that it’s approachable for anybody.”

Positioned at £100 to £150 per head, he adds, “We’re not cheap, but we choose to invest in quality. And I think people are willing to pay for that. For some people they can do that all day, every day, for others, it is a celebration meal.

“Our food lends itself to somebody who wants to have a couple of tacos and a cocktail, or someone who comes in to experience a full tasting menu. Ultimately our job is to create memories and experiences.”

Thesleff suggests that the single biggest structural shift in consumer behaviour is that today, “Where you eat, and drink is an extension of your personal brand.”

“In the old days it was about your handbag, watch or your car. Today, F&B has become a bit like a fashion brand, and we’re on the premium luxury end of that.”