It is preparing to open its first UK restaurant but many more could follow in its footsteps as food fans hail the news
A popular American fast food chain that serves lobster rolls for roughly the same price as a burger has plans to open multiple stores in the UK. Mason’s Famous Lobster Rolls is gearing up to open its first British restaurant, with the potential to launch further locations over the next three years.
The first site will be located on Lamb Street in London’s Spitalfields Market and is expected to open shortly. Between five and 10 additional restaurants could follow during the next 15 to 18 months.
The brand specialises in lobster served in toasted rolls, but says it keeps the traditionally expensive ingredient affordable thanks to what it calls its centralised purchasing system. Pietro Funaro, the businessman behind bringing the chain to Europe, told hospitality publication Propel that the brand buys lobster collectively from the same fishermen and negotiates discounts based on volume.
The full menu and pricing for the first UK restaurant are yet to be announced. Mr Funaro said the chain anticipates its average customer spend to be comparable to that at Five Guys.
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 built the business around the importance of sourcing top-quality seafood. The chain has since grown to around 45 locations across the US.
Italian investment banker and businessman Mr Funaro stumbled upon the brand during a trip to America in 2023. He felt that Europe already had no shortage of burger, fried chicken and poke restaurants, but was lacking an affordable lobster-roll chain.
Mr Funaro brought Mason’s to Europe last year and currently runs two restaurants in Milan, as well as sites in Florence and Venice. He hopes the company can reach 40 European restaurants over the next five years, with its forthcoming London launch playing a key role in that expansion.
Explaining why he chose 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.” Eager diners have already been reacting to photographs and videos posted by the brand on social media.
“Finally! A lobster roll place in London! Can’t wait,” one person said. Another 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 is yet to announce an official opening date or UK prices for its Spitalfields restaurant.
