Who is Pedro Passinhas?

Pedro Passinhas is a Le Cordon Bleu London-trained chef with 17 years experience in Michelin-starred kitchens. He founded and operated Botica restaurant in Stockholm (2021-2026, closed February 2026) and now runs Atelier Nord, a culinary consulting practice helping Stockholm hospitality founders. He is also founder of SousAI, a Kitchen OS for Swedish restaurants.

What does Atelier Nord do?

Atelier Nord provides culinary consulting for Stockholm's hospitality sector — concept development, menu architecture, pre-opening advisory, fractional culinary direction, and multisensory experience design. The practice combines Michelin-trained culinary direction with operational intelligence built from running a Stockholm restaurant.

Where does Atelier Nord operate?

Atelier Nord is based in Stockholm and primarily serves Stockholm, Sweden, and Scandinavia. International investors and operators entering the Stockholm market are also a core client segment.

What languages does Atelier Nord work in?

Atelier Nord works in English and Swedish. Engagements are typically conducted in English with Swedish supplier and regulatory work handled directly.

What makes Atelier Nord different from other consultants?

Most consultants have opinions. Atelier Nord brings operational intelligence built from the inside — five years building and operating Botica restaurant in Stockholm, including its closure. The practice's distinctive value is knowing exactly what breaks a Stockholm restaurant, when, and why. Failure as data, not failure as confession.

How do I start an engagement with Atelier Nord?

Email pedro@ateliernord.se. No deck or formal brief is required for the first conversation. Atelier Nord works with a small number of clients at any one time, with engagements taken seriously from the first conversation.

SousAI is a Kitchen OS built for Swedish restaurants by Pedro Passinhas. It includes invoice scanning, live recipe costing, and real-time GP% tracking. Atelier Nord clients can run SousAI alongside their consulting engagement — the strategic layer and operational intelligence layer are designed to work together. Available at sousai.se.

Vem är Pedro Passinhas?

Pedro Passinhas är en kock utbildad vid Le Cordon Bleu London med 17 års erfarenhet från Michelin-stjärnkrogar. Han grundade och drev restaurangen Botica i Stockholm (2021–2026, stängd februari 2026) och driver nu Atelier Nord, en kulinarisk konsultverksamhet som hjälper restauranggrundare i Stockholm. Han är även grundare av SousAI, ett Kitchen OS för svenska restauranger.

Vad gör Atelier Nord?

Atelier Nord erbjuder kulinarisk konsultverksamhet för Stockholms restaurang- och hotellbransch — konceptutveckling, menyarkitektur, rådgivning inför öppning, fractional culinary director-tjänster och multisensorisk upplevelsedesign. Verksamheten kombinerar Michelinutbildad kulinarisk inriktning med operationell intelligens från att ha drivit en restaurang i Stockholm.

Var är Atelier Nord verksamt?

Atelier Nord är baserat i Stockholm och betjänar främst Stockholm, Sverige och Skandinavien. Internationella investerare och operatörer som etablerar sig på Stockholmsmarknaden är också ett kärnsegment.

Vilka språk arbetar Atelier Nord på?

Atelier Nord arbetar på engelska och svenska. Uppdrag bedrivs vanligen på engelska medan svensk leverantörs- och regelhantering sköts direkt på svenska.

Vad skiljer Atelier Nord från andra konsulter?

De flesta konsulter har åsikter. Atelier Nord erbjuder operationell intelligens byggd inifrån — fem år av att bygga och driva restaurangen Botica i Stockholm, inklusive stängningen. Verksamhetens särpräglade värde är att veta exakt vad som knäcker en restaurang i Stockholm, när och varför. Misslyckande som data, inte som bekännelse.

Hur startar jag ett uppdrag med Atelier Nord?

Skicka e-post till pedro@ateliernord.se. Inga slides eller formell brief krävs för det första samtalet. Atelier Nord arbetar med ett mindre antal kunder åt gången, och uppdrag tas på allvar från första samtalet.

SousAI är ett Kitchen OS byggt för svenska restauranger av Pedro Passinhas. Det inkluderar fakturascanning, live-receptkostnader och realtidsuppföljning av bruttovinst. Atelier Nords kunder kan köra SousAI parallellt med konsultuppdraget — det strategiska lagret och det operativa intelligenslagret är designade att fungera tillsammans. Tillgängligt på sousai.se.

Atelier Nord · Culinary Consulting Stockholm

01Story

17
years.

2
cities.

1
practice.

LCB — London — 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. 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. Five years. Learned the Swedish market from every angle — suppliers, staff, guests, regulators, landlords.

2026

We closed it in February. 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. Helping Stockholm’s hospitality founders build distinctive food concepts that actually survive.

Services

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. 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. I translate ambition into a structured Concept Bible: positioning, cuisine direction, menu architecture, guest experience mapping.

Deliverable: Concept Bible

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 — with deep knowledge of Swedish suppliers and what actually lands here.

Deliverable: Full menu framework

2–4 weeksRestaurants · Hotels

Pre-Opening Advisory

Most restaurants are won or lost before the first guest arrives. I work the critical 90-day pre-opening window — kitchen design, suppliers, trial services, soft-opening. I’ve been on both sides of that window.

Deliverable: Launch programme

8–12 weeksFounders · Hotel groups

Fractional Culinary Director

Some operations need a culinary director. Not all can justify the cost. I work as a retained fractional director — key meetings, seasonal menu reviews, executive chef briefings, standards across a portfolio or single site.

Ongoing engagement

Ongoing retainerGroups · Portfolios

Multisensory Experience Design

Dining experiences where food is the primary medium. Not event catering. The design of a complete sensory narrative — light, sequence, texture, sound, space — all in service of the experience architecture.

Deliverable: Experience blueprint

4–10 weeksLuxury · Brands · Private

Agent-Readiness Assessment NEW

Buyers’ agents are starting to navigate commerce on behalf of humans. Restaurants will be reached late. The ones who ship the structural surface in 2026 will own discovery for the rest of the decade. A two-day audit of your business through an agent’s eyes — menu schema, booking flow, terms, dietary tags, supplier surface. Ten-page report and a 90-day fix sequence.

Deliverable: 10-page audit + 90-day plan

2 days · 1 weekGroups · Founders · Operators

AN — 03 · Practice

The thesis

Stockholm’s restaurant market has one of the highest failure rates in Europe. Great food alone is not enough. The gap between culinary excellence and commercial viability is wider than almost anyone tells you.

The method

Operational intelligence built from the inside — supplier relationships, regulatory realities, the specific conditions that cause restaurants in this city to fail.

The difference

Not failure as confession. Failure as data. I know exactly what breaks a Stockholm restaurant, when, and why. That knowledge is not available in any consulting firm.

Closing Botica was
the most useful thing
on this page.

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.

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

<60s Invoice to insight

Live GP% always updated

Who I work with

Built for the
people who
build Stockholm.

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.

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 parts
that didn’t work.

Five ways
to engage.

The Concept Blueprint

Menu Architecture

Pre-Opening Advisory

Fractional Culinary Director

Multisensory Experience Design

Agent-Readiness Assessment NEW

I built the
software.

Notes from
inside the kitchen.

The Stockholm restaurant in the agent economy.

Built for the
people who
build Stockholm.

Tell me
what you’re
building.

The kitchen is only half of it.

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

Five waysto engage.

The Concept Blueprint

Menu Architecture

Pre-Opening Advisory

Fractional Culinary Director

Multisensory Experience Design

Agent-Readiness Assessment NEW

I built thesoftware.

Notes frominside the kitchen.

The Stockholm restaurant in the agent economy.

Built for thepeople whobuild Stockholm.

Tell mewhat you’rebuilding.

The kitchen
is only
half of it.

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

Five ways
to engage.

I built the
software.

Notes from
inside the kitchen.

Built for the
people who
build Stockholm.

Tell me
what you’re
building.