Melrose Kitchen, California in Geneva
A musical wink with an ultra polished playlist as we enter the new Melrose Kitchen under the refrains of the timeless “California Love” by rappers 2Pac and Dr Dre, followed by the bewitching rhythm of Beyoncé’s “Texas Hold’Em”. The volume is totally adapted to the well-being of the guests, who can quietly type away at their computer keyboards while taking advantage of a high-performance wifi. After all, this isn’t a nightclub! In any case, the location doesn’t lend itself to that. In a flashy pink decor, this second Melrose Kitchen, located in place of the vegan restaurant Alive, gives pride of place to superfoods directly inspired by California. Let’s take a look at the career of these two young entrepreneurs, for whom detail is synonymous with rigor and de facto success.
From school benches to pop-ups
While Raphy discovered his passion for unusual culinary combinations at an early age, focusing on bitter flavors, Clément had been immersed in the restaurant business since childhood. They met on the benches of the École Hôtelière de Lausanne, and these four years on the heights of the Vaud region sealed their friendship. “Our story is intimately linked to our studies. Even though we took different career paths after graduating, we knew our paths would cross again one day,” says Clément. The former is heading down the path of private banking, while the latter is attracted by pure entrepreneurship.
Despite their respective professional schedules, Raphy and Clément manage to travel and discover California. The budding duo succumb to the charms of Los Angeles. They fell in love with a city that would become the spearhead of the Melrose Kitchen concept. For the two accomplices, the adventure began in a Carouge cellar, generously lent for a day. A friend took care of the logo, while they raced to a Swedish store sign to find everything they could find in pink and sky blue; they put together a playlist and launched the pop-up on Instagram. “Our adventure began in a basement,” jokes Raphy, before continuing. “Our culinary proposition was limited to a customizable açai bowl, some homemade pastries and matcha lemonade. Against all odds, on a rainy day, we sold out,” he recalls. The die was cast.
Development and franchising
Without further ado, Raphy and Clément turn their attention to a small arcade on the Right Bank. Their pink-and-sky-blue business plan convinced the property management company, and they landed the operating lease. More motivated than ever, they set up a crowdfunding campaign and opened the first Melrose Kitchen in July 2022. The mayonnaise took off and the arcade, with its concept straight out of California, established a solid reputation in Geneva. Without really formulating it, they dream of expansion and even franchising one day. “Right from the start of the adventure, we wanted to create a brand and develop it in the future. We’re not in a hurry, but we’re thinking about what’s next.
Development has been underway in earnest since early 2025, when they took over the arcade formerly housing the Alive vegan restaurant. “We’re aware that we’re moving into the big league,” says Raphy. An ultra-bright space, a production kitchen, an expanded culinary offering… all backed by a pilates studio. Form Studio. “As much for the entrepreneurial dynamic as for financial profitability, we want two brands to cohabit in the same space”. A conceptual complementarity that makes sense for a space dedicated to gourmet well-being.
Melrose Kitchen offers a living space where customers flock to enjoy a matcha before taking part in their stretching class and continuing with an avocado toast. Needless to say, Raphy Fathi and Clément Cuq are still in the early stages of a beautiful Californian story on the shores of Lake Geneva.
