At Fortis, we believe enduring neighbourhoods are shaped not only by design-led buildings, but the people and experiences within them. At 34 Eastern Road, Upper Middle reflects this philosophy—grounded in warmth, simplicity and a genuine commitment to hospitality. Led by Franck Sammut who spent 18 years shaping France Soir, the menu centres on a baguette and pizza bar, with an atmosphere designed for everyday visits. We sat down with Franck to learn more about the vision behind Upper Middle and the community he’s building.
Q—Upper Middle has just opened its doors at 34 Eastern Road. Can you share the story behind the concept?
A—When I first walked through the space at 34 Eastern Road, I could immediately see its potential. There was a clear opportunity to establish a venue that could service both the local community and the surrounding offices, so the concept became about versatility. We wanted to offer a strong grab-and-go offering through the baguette bar, alongside a dining experience.
Q—This is your first venue. What experience do you want to provide for guests when they walk through the door at Upper Middle?
A—It starts with hospitality. Simple, but often overlooked. You can have the best design and food but without genuine service, it doesn’t land. I want guests to feel truly welcomed and looked after whether they’re in for five minutes or a long lunch. Building a team that genuinely cares and enjoys the work is central to creating that experience. Their energy is everything.
Q—You’ve shaped some of Melbourne’s most iconic dining rooms including France Soir. How have those experiences influenced your work at Upper Middle?
A—Those experiences taught me the importance of standards and consistency.
There are a few principles that stayed with me. Number one, is to say yes first, and figure the rest out after. The second, is to always keep the bar high. And lastly, more than anything, learn something from every person you work with, whether it’s positive, constructive. This mindset has shaped how I approach both service and leadership.
Q—Can you talk us through the menu creation? What are your top three dishes?
A—The menu is built around familiar favourites with a subtle European influence. It’s about small refinements rather than overcomplication.
For breakfast, my top picks are the smashed croissant with avocado, rocket and parmesan, corn fritters, and the croque monsieur which is my mother’s recipe. From the pizza bar, you can’t go past the Daniella with nduja, salami and jalapeno honey, or the Denise with roast pumpkin and Salumi.
Q—Location plays an important role. Why did you choose 34 Eastern Road in South Melbourne?
A—South Melbourne is a great inner-city pocket, with a mix of residential and commercial activity. It has a strong community feel, however, this part of Eastern Road was under served, which made it a genuine opportunity for a venue like Upper Middle. I’m excited to contribute to the neighbourhood and to become a local go-to for residents and workers.
Q—Melbourne is home to an incredible dining scene— what’s the key to success?
A—The fundamentals still matter—quality food, drinks and service. Beyond that, it’s about creating a space people want to return to. Consistency, atmosphere and genuine care are what make the difference.
Q—Opening your first venue is a huge milestone. What are your long-term ambitions for Upper Middle?
A—Currently, we’re focused on building strong foundations and consistency. Longer term, the goal is to create a venue with real longevity—a strong team, a positive culture and a place people enjoy being part of.
