A popular American fast food chain that sells lobster rolls for around the same price as a burger has revealed plans for a major UK expansion.
Mason’s Famous Lobster Rolls is preparing to open its first British restaurant before potentially launching 15 more locations over the next three years.
The first site will be based on Lamb Street in London’s Spitalfields Market and is expected to open soon.
READ MORE: McDonald’s announces major Happy Meal change with 12 new collectables
- Advertisement -
Between five and ten more restaurants could open during the following 15 to 18 months, as reported by What’s The Jam.
The brand specialises in lobster served inside toasted rolls but says its centralised purchasing system helps keep the traditionally pricey ingredient affordable.
Pietro Funaro, the businessman responsible for bringing the chain to Europe, told hospitality publication Propel that the brand purchases lobster collectively from the same fishermen and negotiates discounts based on quantity.
The exact menu and prices for the first UK restaurant have not yet been revealed.
Mr Funaro said the chain expects its average customer spend to be similar to that at Five Guys.
- Advertisement -
Mason’s Famous Lobster Rolls was founded in the US in 2014 by former restaurant seafood buyer Dan Beck.
Mr Beck had spent time with lobster fishermen in Maine and created the business around the importance of sourcing high-quality seafood.
The chain has since expanded to around 45 locations across the US.
- Advertisement -
Italian investment banker and businessman Mr Funaro discovered the brand during a visit to America in 2023.
He believed Europe already had plenty of burger, fried chicken and poke restaurants but was missing an accessible lobster-roll chain.
Mr Funaro introduced Mason’s to Europe last year and now operates two restaurants in Milan, alongside sites in Florence and Venice.
He hopes the company can reach 40 European restaurants over the next five years, with its upcoming London launch forming a major part of that growth.
Explaining why he selected the capital for the chain’s UK debut, Mr Funaro said in an Instagram video: “London is a city that never sleeps and never stops surprising you with new ideas and a vibrant energy.”
Excited diners have already been responding to photographs and videos shared by the brand on social media.
“Finally! A lobster roll place in London! Can’t wait,” one person commented.
One social media user familiar with the American version added: “Looks SOOOOOO authentic!!! Feels like I’m back in Maine!!”
“Can’t waitttt,” someone else wrote, while another urged the restaurant to: “Come SOONER.”
Mason’s Famous Lobster Rolls has not yet announced the official opening date or UK prices for its Spitalfields restaurant.
READ MORE: UK supermarket launches limited-time fuel discount at more than 500 petrol stations
