FARMER J TO OPEN FLAGSHIP RESTAURANT IN THE HEART OF LONDON’S PICCADILLY
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The launch marks the 10th site for the brand that’s been bringing forkin’ good food to London since 2014
On 18th October, Farmer J will open the doors to 210 Piccadilly, a two-storey restaurant in the bustling heart of Piccadilly Circus, which brings mindfully sourced and freshly prepared fast-casual dining to the centre of the West End.
Founding duo Jonathan and Ali Recanati will serve the capital forkin’ good food, from morning to night, at the new all-day dining restaurant. Opening for breakfast at 7.30am, before serving up the brand’s signature Fieldtrays from 11.45am, customers will be able to enjoy Farmer J’s delicious food round the clock.
The menu, inspired by the fresh and bold flavours of the Mediterranean and Middle East, will feature new autumnal dishes including Miso Hispi Aubergine, alongside the best-selling Spinach & Pesto Mac’, Gochujang Salmon and Chermoula Chicken. The new restaurant will also be home to Farmer J’s first children’s menu, Junior J, which includes the likes of Little Rice, Chicken and Broccoli and Little Mac & Cheese and Broc’. The
move to include a children’s menu further expands Farmer J’s inclusive and versatile menu choices, with its adult fieldtrays already fully customisable, with an assortment of vegetarian, vegan, dairy and gluten free options available.
The cornerstone restaurant spans two floors and features interiors designed by London based design studio, Daytrip. Known for their stylish contemporary decor, Daytrip has focused on complementing the building’s existing architecture by creating a mix of natural and warm materials that enhance the honest food offer. Bold, playful terrazzo floor tiles anchor the space, with a long, terracotta brick clad counter as the central focus. There are eye-catching moments of colour and pattern with a full height, undulating screen in the ‘Farmer J’ green and a highly textured ceiling, composed entirely of recycled paper. For those dining in soft, loose cushioned banquettes offer views of the kitchen action, whilst further, quieter dining arrangements are located on the Lower Ground Floor. The interiors are welcoming and intend to blur the zoning of service types, and elevate the quick service dining experience.
Co-Founder, Jonathan Recanati, says: “Since first launching back in 2014, it’s been our aim to grow so more people can enjoy our forkin’ good food across London. To be opening in such an iconic location marks a real milestone in our expansion process, which we’re continuing as we move into 2024. We’re on a mission to elevate the fast casual experience by creating restaurants that are thoughtful in design, and uniquely flavoursome in their food. This is exactly what our customers can expect when they come down to Piccadilly.”
