Seven Dials adds to its culinary diversity with six new F&B entrants

Shaftesbury has announced that six new food and beverage brands have signed or are set to join, the Seven Dials community: WatchHouse, ANITA, and a debut London flagship restaurant from Aspirational Brands take space on upper St Martin’s Lane, whilst Chai Guys, From The Ashes BBQ, and Longboys join the line-up of traders in Seven Dials Market. Totalling over 8,000 sq ft, each operator adds a unique dimension to Seven Dials’ diverse F&B offering, solidifying it as the West End’s go-to dining destination for the culinary curious.

Set to be revealed in March, Aspirational Brands has selected Upper St Martins Lane for their first flagship modern British themed restaurant in London. This new concept, the name yet to be announced, will offer an extensive all-day dining menu, coupled with a large selection of fine wines, spirits and expertly crafted botanical cocktails. From premium bar bites to elevated gastro options, the new concept will span three floors, total just over 5,000 sq ft and have a dedicated al fresco dining area, contributing to Seven Dials’ all-day, all-season restaurant offering.

Adding to the line-up on St Martin’s Lane at the end of April, is the UK debut for boutique ice cream parlour, ANITA. With Mediterranean origins and being renowned for its all-natural and homemade range, ANITA will serve over 150 different flavours of refreshing ice cream, sorbet, and frozen yoghurts, with organic sugar-free, vegan, and soy-based varieties. The 1,000 sq ft space also offers sweet toppings and freshly baked waffles, providing guests with a truly unique gelateria experience.

Modern coffee pioneer, WatchHouse, which opened a two-floor, 1,900 sq ft coffee and brunch venue on St Martin’s Lane last month, encompasses the brand’s Modern Coffee experience and serves as a sophisticated yet comfortable retreat. Designed in-house with the help of Deidra Hodgson, the site also incorporates a bespoke retail area for coffee and brew kits, designed to provide an engaging and integrated visitor experience.

Roland Horne, CEO and Founder of WatchHouse, commented: “As our first venture into the West End, I am thrilled that WatchHouse’s opening in Seven Dials has enabled us to bring our Modern Coffee ethos to a new audience.”

The final three entrants are all independent operators recently joining KERB’s Seven Dials Market.

  • Chai Guys, the Indian inspired brand which brews and serves authentic chai all day long, as well as freshly baked goods, has now opened in Seven Dials Market.
  • British barbeque and smoked meat operator, From The Ashes BBQ, founded by three chefs during the first lockdown, serve an array of flavourful foods ranging from low smoked pork shoulder, to meaty beef ribs.
  • Set up in 2019 by renowned pastry chefs Graham Hornigold and Heather Kaniuk, small-batch doughnut bakery, Longboys, specialise in handmade finger doughnuts with the aim of making high-end patisserie accessible to all. The ever-changing menu boasts unique flavours including Lemon Meringue Pie, Raspberry Rose Lychee and Apple Crumble.

Adam Howitt, Chief Executive Officer at Aspirational Brands, commented on the new launch: “With its exciting line-up of cuisines from around the world, Seven Dials presents the perfect location to continue our growth within the UK and debut location in London.  We are proud to be in such brilliant company and our new restaurant will deliver a great tasting British contemporary menu and provide an authentic dining experience. We are confident that Seven Dials visitors will enjoy our food when we open and establish ourselves firmly within the West End community.”

Julia Wilkinson, Restaurant Director at Shaftesbury, commented: “Seven Dials has become a diverse arena for food, celebrating culinary culture and emphasising its position as a diners go-to destination. We are proud to be working with all these established and independent brands, helping them become a part of the Seven Dials community whilst giving them exposure to the area’s engaged visitors. Each of these brands and new concept, align with the rise of mindful consumption which the pandemic has prompted, and the deals reflect our curated leasing approach which ensures there is always something unique to discover and experience within Seven Dials.”

Hanover Green Retail and Shelley Sandzer represented Seven Dials. Restaurant Property acted on behalf of Aspirational Brands on the deal.

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