Atelier Nord · Culinary Consulting Stockholm

Pedro Passinhas, Founder of Atelier Nord, culinary consultant, Stockholm

Pedro Passinhas · Founder, Atelier Nord

The story

Built from the inside.
Including the parts
that didn’t work.

LCB

Grand Diplôme, Le Cordon Bleu London. Classical technique, serious discipline. The beginning of an obsession with how food actually works — ingredients, pairing, the logic underneath the craft.

17 yrs

Michelin-starred kitchens, London. How real professional kitchens function under pressure, at scale, with a business attached. Pop-ups. Multi-sensory dining experiences. Food businesses across London. Deep knowledge of ingredients, flavour, and seasonality.

2020

Stockholm. A pandemic. Botica. Launched as a pop-up during lockdown. The bird became a signature. The concept had something real.

2021

Botica and Bar Secreto. Built a proper restaurant from the ground up. Three years. Learned the Swedish market from every angle — suppliers, staff, guests, regulators, landlords. Expert knowledge of what works here.

2024

We closed it. That’s the most useful thing on this page. Not failure as confession — failure as data. I know exactly what breaks a Stockholm restaurant, when, and why.

Now

Atelier Nord and SousAI. The consulting practice and the software tool. Helping Stockholm’s hospitality founders build distinctive food concepts that actually survive.

What I do

FIVE WAYS
TO ENGAGE.

Five areas of engagement, each built on real operational experience — not frameworks imported from other industries. I work with a small number of clients at any one time. Engagements are taken seriously from the first conversation. My work doesn’t make your restaurant look better on paper. It makes it work in practice.

The Concept Blueprint

You have a vision or a location. What you need is a concept that holds — one with internal logic, culinary coherence, and a clear reason to exist in its specific market. I translate ambition into a structured Concept Bible: positioning, cuisine direction, menu architecture, guest experience mapping, and the operational philosophy that ties it together.

3–6 weeksFounders · Investors

Menu Architecture

A menu is a financial instrument, a kitchen workflow, and a guest promise — simultaneously. I design menus that are coherent, costed, and executable. I also edit existing ones: cutting what drains the kitchen, building around what works, rebalancing for margin and narrative. With deep knowledge of Swedish suppliers and what actually lands here.

2–4 weeksRestaurants · Hotels

Pre-Opening Advisory

Most restaurants are won or lost before the first guest arrives. I work in the critical 90-day pre-opening window — kitchen design review, supplier selection, team briefing, trial service structuring, soft-opening strategy. I’ve been on both sides of that window. My role is to see the problems before the guests do.

8–12 weeksFounders · Hotel groups

Fractional Culinary Director

Some operations need a culinary director. Not all can justify the cost, or want the permanence. I work as a retained fractional director — attending key meetings, reviewing menus seasonally, briefing executive chefs, advising on sourcing, and maintaining culinary standards across a portfolio or single site.

Ongoing retainerGroups · Portfolios

Multisensory Experience Design

I have designed and delivered dining experiences where food is the primary medium — for brand activations, luxury hotel groups, cultural institutions, and private clients. This is not event catering. It is the design of a complete sensory narrative, where every element — light, sequence, texture, sound, space — serves the experience architecture.

4–10 weeksLuxury · Brands · Private

Beyond consulting

I BUILT THE
SOFTWARE.

After closing Botica I knew exactly where restaurants leak money — and that nobody had built the right tool to stop it. SousAI is a Kitchen OS built for Swedish restaurants: invoice scanning, live recipe costing, GP% tracking in real time. No Excel. No guesswork. It came from the same place the consulting does: watching kitchens lose money on things that were entirely visible, if anyone had been looking at the right numbers.

Clients who engage Atelier Nord for consulting have the option to run SousAI alongside. The strategic layer and the operational intelligence layer, designed to work together.

Visit sousai.se

−5.7%Food cost reduction

−88%Admin time saved

<60sInvoice to insight

LiveGP% always updated

Who I work with

WHO I
WORK WITH.

Independent restaurant founders

Boutique hotel groups

Large hospitality groups

International investors entering Stockholm

Food-tech founders needing culinary direction

Pedro Passinhas at work — culinary consulting and menu architecture, Stockholm

Stockholm’s restaurant market has one of the highest failure rates in Europe. Most consultants have opinions. I have seventeen years in Michelin-starred kitchens, a restaurant I built and operated myself, and four years inside the Stockholm scene — including watching what breaks here, and why. My clients don’t need inspiration. They need precision, operational intelligence, and a senior culinary voice in the room when the important decisions are made.

NORD

Let’s talk

TELL ME
WHAT
YOU’RE
BUILDING.

pedro@ateliernord.se

If you are opening something, rethinking something, or bringing international capital into the Stockholm market — I am available for a first conversation. No deck required. No brief needed.

I work with a small number of clients at any one time. Engagements are taken seriously from the first conversation. Just tell me what you are building.

Send a message Stockholm · English · International · Le Cordon Bleu · Michelin-trained

The kitchen is only half of it.

Built from the inside.Including the partsthat didn’t work.

FIVE WAYSTO ENGAGE.