For over two decades, Salmontini has been synonymous with quality, craftsmanship, and exceptional dining. At Salmontini Le Bistro, the brand’s signature Mediterranean and French-inspired cuisine is paired with a refined yet welcoming experience, making it a standout in the F&B industry.
In this interview, Cyrus Graesslin, Director of Operations, shares insights on Salmontini Le Bistro’s approach to international franchising, the challenges of balancing consistency with innovation, and what makes the brand a strong contender for global success. He also discusses key markets for expansion, the importance of cultural adaptability, and what they look for in franchise partners. Learn about the brand’s legacy, its commitment to maintaining excellence while evolving for different markets, and the vision behind its expansion into key global locations.
How long have you been in your current position and what are your key responsibilities?
I’ve been in my current role as Director of Operations at Salmontini Hospitality Group for 7 months. My key responsibilities include overseeing the day-to-day operations of our brands-Salmontini Le Resto and Salmontini Le Bistro-while driving growth through strategic expansion, brand development, and operational excellence. My focus is on ensuring we deliver exceptional dining experiences and positioning our concepts as leaders in the F&B space.
Overall, how long have you been involved in franchising?
My experience in franchising spans over 20 years.
What do you like most about your job?
What I enjoy most about my job is the dynamic nature of the hospitality industry-it’s a perfect mix of creativity, strategy, and human connection. I thrive on the challenge of building brands, developing new concepts, and creating memorable dining experiences that leave a lasting impression. Seeing our vision come to life and resonate with guests is incredibly rewarding.
What is the most challenging aspect of your job?
The most challenging aspect of my job is balancing consistency with innovation. Ensuring every guest enjoys the same high-quality experience while continuously evolving to stay ahead in a competitive industry requires precision, creativity, and adaptability. It’s a challenge I welcome, as it pushes me and the team to constantly improve.
What is it like to work with franchisees from different countries and cultures?
Working with franchisees from diverse countries and cultures is both enriching and rewarding. Each market brings unique perspectives, challenges, and opportunities, which keeps the work dynamic and exciting. Success comes from building strong relationships, respecting cultural nuances, and finding ways to align our shared vision while adapting to local preferences. It’s a collaborative effort that makes the brand stronger and more globally relevant.
What is the main reason you are considering international franchising?
The main reason we’re considering international franchising is to share the legacy and success of Salmontini with a broader audience. Our concepts have proven appeal, blending quality, heritage, and adaptability, making them well-suited for global markets. Franchising allows us to grow strategically while partnering with individuals who bring local expertise and passion for the brand.
What is unique or special about your brands products and services?
Our brands stand out for their seamless blend of quality, heritage, and versatility. From Salmontini Le Resto’s fine dining experience with its in-house smoked Scottish salmon to Salmontini Le Bistro‘s approachable yet refined offerings, we prioritize exceptional ingredients, culinary craftsmanship, and personalized service. This combination creates a dining experience that is both memorable and unique, appealing to a wide range of guests.
Why do you think you will be successful internationally?
We believe our success internationally will stem from the universal appeal of our brand values: exceptional quality, culinary authenticity, and a memorable dining experience. Our menu strikes a balance between consistency and adaptability, allowing us to cater to diverse markets while maintaining the essence of Salmontini. With a proven track record and the ability to partner with like-minded franchisees who understand local markets, we’re confident in our ability to thrive globally.
What are the priority countries/territories you are looking to develop?
Our priority territories include the GCC, Europe, and key cities in Asia. These regions align with our brand’s appeal, offering strong demand for premium dining experiences and a growing appreciation for the fusion of Mediterranean, French, and Japanese cuisines. We’re focused on markets where there’s a natural fit for our concept and opportunities to build long-term success.
Why have you identified these countries and/territories as a top priority?
We’ve prioritized these regions because they align with Salmontini’s brand positioning and growth potential. The GCC has a strong dining culture and a demand for premium experiences, Europe offers a mature market with appreciation for our culinary heritage, and Asia presents opportunities in dynamic, fast-growing cities with diverse and adventurous diners. These territories offer the right combination of market readiness, economic strength, and cultural alignment for our concepts to thrive.
What are the main qualifications and capabilities you are looking for in a master franchisee or area developer?
We’re looking for partners who share our passion for hospitality and commitment to excellence. Key qualifications include a deep understanding of their local market, experience in F&B or hospitality, and the operational expertise to uphold our brand standards. Strong financial capability, a proven track record in building successful businesses, and alignment with our vision are equally important. Above all, we value partners who are as dedicated to creating exceptional guest experiences as we are.
How long does it typically take to finalise an agreement once you find a qualified and capable master franchisee or area developer for a new market?
Once we identify a qualified and capable master franchisee or area developer, the timeline to finalize an agreement typically ranges from 3 to 6 months. This period allows us to conduct thorough due diligence, align on market strategy, and ensure both parties are fully prepared to launch successfully. Our goal is to build a strong foundation for a long-term partnership, so we prioritize a structured and collaborative process.
Once you finalise an agreement, how long does it take for the market entry planning before you launch the business in a new market?
After finalizing an agreement, market entry planning typically takes 6 to 12 months before launching in a new market. This phase involves site selection, design and build-out, staff training, and marketing strategy development. We work closely with our franchise partners during this period to ensure every detail aligns with our brand standards and the local market’s needs, setting the stage for a successful launch.
Any advice you can share with parties who are interested in getting into franchising by acquiring rights for a local or international franchise?
For those considering franchising, my advice is to focus on alignment and preparation. Choose a brand that resonates with your market and shares your values. Do thorough research – not just on the brand’s success but also on its support structure and adaptability. Understand your local market deeply and how the franchise can thrive within it. Finally, be ready to commit fully – franchising is a partnership, and success comes from mutual effort and shared vision.
Any additional information you would like to share about your brand and your international expansion plans?
Salmontini is built on a legacy of quality, innovation, and delivering exceptional dining experiences. As we expand internationally, our focus remains on bringing the essence of Salmontini to new markets while adapting to local preferences. We’re excited about our imminent signing in Saudi Arabia, a market with a vibrant dining culture and tremendous growth potential. This marks a significant step in our journey, and we look forward to partnering with passionate franchisees to share the Salmontini experience worldwide.
Anything else that you’d like to add?
We’re not just building restaurants; we’re creating experiences that connect people through exceptional food, service, and ambiance. Our goal is to partner with like-minded individuals who are passionate about hospitality and share our vision for long-term success. As we continue to expand, we’re excited to bring the Salmontini legacy to new audiences while maintaining the integrity and excellence that define our brand. The journey ahead is one of collaboration, growth, and shared achievements.
To know more about Salmontini Le Bistro, click https://worldfranchisecentre.com/franchise/salmontini-le-bistro/
