Shaftesbury welcomes six new F&B brands to Seven Dials

Shaftesbury has announced that six new food and beverage brands are set to open at Seven Dials, London. 

WatchHouse, Anita, and a debut London flagship restaurant from Aspirational Brands will all operate from 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, Shaftesbury said that each operator will “add a unique dimension” to Seven Dials’ current F&B offering and dining experience.  

Aspirational Brands has selected Upper St Martins Lane for its flagship British-themed restaurant in London. The new concept is set to be revealed in March and its name is yet to be announced. It will offer an all-day dining menu, coupled with a large selection of fine wines, spirits and botanical cocktails. The new concept will span three floors, total over 5,000 sq ft and have a dedicated al fresco dining area.

Also joining St Martin’s Lane at the end of April is the UK debut for boutique ice cream parlour, Anita, which will serve over 150 different flavours of 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. 

Meanwhile, modern coffee pioneer, WatchHouse, opened a two-floor, 1,900 sq ft coffee and brunch venue on St Martin’s Lane last month. Designed in-house with the help of Deidra Hodgson, the site also incorporates a bespoke retail area for coffee and brew kits.

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

This includes Chai Guys, an Indian inspired brand which brews and serves authentic chai as well as freshly baked goods, which has now opened in Seven Dials Market. In addition, British barbeque and smoked meat operator, From The Ashes BBQ, founded by three chefs during the first lockdown, now serves BBQ-style food at the market. 

Finally, small-batch doughnut bakery Longboys joins the line-up. Set up in 2019 by renowned pastry chefs Graham Hornigold and Heather Kaniuk, it specialises in handmade finger doughnuts.  

Adam Howitt, CEO 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.”