Mason's Famous Lobster Rolls, a US fast food chain known for serving lobster rolls at burger-like prices, is set to open its first UK restaurant in London's Spitalfields Market on Lamb Street. The brand plans to expand further, with between five and ten additional locations potentially opening over the next 15 to 18 months.
Affordable Lobster Through Centralized Buying
The chain specializes in lobster served in toasted rolls but keeps costs down through a centralized purchasing system, according to Pietro Funaro, the businessman behind bringing the brand to Europe. Speaking to hospitality publication Propel, Funaro explained that the company buys lobster collectively from the same fishermen and negotiates volume discounts.
Expansion Plans Across Europe
Funaro, an Italian investment banker, discovered the brand during a trip to America in 2023. He saw a gap in the European market for an affordable lobster-roll chain, noting that the continent already had plenty of burger, fried chicken, and poke restaurants. He brought Mason's to Europe last year and currently operates two restaurants in Milan, as well as sites in Florence and Venice. His goal is to reach 40 European restaurants over the next five years, with the London launch playing a key role.
Fans React with Excitement
In an Instagram video, Funaro explained his choice of London: "London is a city that never sleeps and never stops surprising you with new ideas and a vibrant energy." Social media users have reacted enthusiastically to the news, with comments like "Finally! A lobster roll place in London! Can't wait" and "Looks SOOOOOO authentic!!! Feels like I'm back in Maine!!"
The full menu and UK pricing for the Spitalfields restaurant have not yet been announced, but Funaro anticipates the average customer spend to be comparable to that at Five Guys. Mason's Famous Lobster Rolls was founded in the US in 2014 by Dan Beck, a former restaurant seafood buyer who spent time with lobster fishermen in Maine. The chain has grown to around 45 locations across the US.
