Iceland’s Lemon expands into Europe

Lemon on Laugavagur, central Reykjavik.

Lemon on Laugavagur, central Reykjavik. Photo: Júlíus Sigurjónsson

Icelandic sandwich and juice chain Lemon is planning overseas expansion to France, the United Kingdom (UK) and Scandinavia.

There are currently three Lemon venues in Greater Reykjavik, overseen by the chain’s owners, Jón Arn­ar Guðbrands­son and Jón Gunn­ar Geir­dal. A fourth will be opened in the town of Keflavík in September, followed by Lemon’s first foreign outlet – in Paris, France – in the first half of 2016.

All restaurants outside Greater Reykjavik will be operated under third-party franchise.

According to the company’s website, “Lemon offer fresh juicy food, prepared on site from the best possible ingredients. […] Providing gourmet food and a unique atmosphere is our passion.”

Lemon is currently looking at three different Paris locations, says Guðbrands­son. “We think it best to open one place and see how it goes in the first 6-10 months and then act accordingly,” he explains.

The UK is also a market of interest for Lemon. Guðbrands­son has been in contact with Icelandic and foreign operators and it is hoped a deal can be struck before the end of this year.

The pair are also looking to expand nationally to places such as Akureyri (North Iceland) and Selfoss (South Iceland) and – in 2-3 years’ time – internationally to Scandinavia. 

Jón Arnar Guðbrandsson and Jón Gunnar Geirdal.

Jón Arnar Guðbrandsson and Jón Gunnar Geirdal. Photo: Golli / Kjartan Þorbjörnsson

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