YouTube Star Amixem to Open New Fast-Food Restaurant in Lyon
Lyon, June 20, 2026 – A new fast-food restaurant, ‘Starsmash,’ is set to open its doors in Lyon’s city center, a collaboration with popular French YouTuber Amixem (Maxime Chabroud). The establishment, which will replace the Ramen Shop at 10 rue du Palais-Grillet in the 2nd arrondissement, is expected to launch in early July, offering a menu centered around smash burgers and ‘Space Nuggets.’
Amixem’s Foray into the Culinary Scene
Amixem, a content creator boasting over 9 million subscribers on YouTube, is partnering with Taster, a company known for co-creating restaurant brands with influencers who possess a strong community, identity, and vision. While ‘Starsmash’ is already a known brand for delivery services, this upcoming Lyon location marks its first physical presence.
The menu will feature ‘smash burgers,’ characterized by patties that are pressed and seared on the grill to create a crispy crust, alongside unique ‘Space Nuggets.’ This venture places Amixem’s brand in a competitive market, particularly in Lyon’s city center, which is already saturated with numerous fast-food options, including major chains like McDonald’s, KFC, and Quick, all within walking distance.
Taster’s Strategy: Collaborating with Influencers
Taster’s business model focuses on leveraging the existing communities of social media creators to launch and expand restaurant concepts. This strategy has seen success with other influencer-led brands, such as Pepe Chicken with FastGoodCuisine and Sheesh with Danny Khezzar. The company currently manages seven brands across more than 130 points of sale in France, demonstrating a significant presence in the market.
The opening of ‘Starsmash’ raises questions about its potential to stand out in Lyon’s crowded burger scene. The area’s high concentration of fast-food establishments means that ‘Starsmash’ will need to differentiate itself effectively to attract and retain customers.
Local Context and Market Saturation
Lyon’s city center is a vibrant hub for dining, but also a challenging environment for new entrants, especially in the fast-food sector. The presence of established global brands and local eateries means that competition for consumer attention and loyalty is intense. The success of ‘Starsmash’ will likely depend on its ability to offer a unique culinary experience, capitalize on Amixem’s personal brand appeal, and provide competitive pricing and service.
The decision to open a physical location after establishing a delivery presence suggests a strategic move to broaden reach and enhance brand visibility. However, the operational complexities of a physical restaurant, combined with the competitive landscape, will be key factors in determining its long-term viability.
The local community and fans of Amixem are anticipated to show initial interest, but sustained success will require more than just celebrity endorsement. Quality of food, efficiency of service, and overall customer experience will be crucial in a market as discerning as Lyon’s.
