Fitrovia’s Alsatian-inspired bistro and wine bar, which launched in April 2024 and was awarded a Bib Gourmand by Michelin in 2025, has announced a name change from July to Elsa following guidance regarding trademark requirements. Founders Julian and Solynka selected the new name as a diminutive of Elsass – the Alsatian word for Alsace – reflecting the restaurant’s original regional inspiration and its ongoing evolution since opening.
Over the last year, the restaurant has refined its wine list to spotlight the Alsace region, known for its rich winemaking history and its approach to biodynamic vini-culture. Distinguished by its aromatic whites and lighter reds, Alsace wines have continued to inspire the food menu made with local ingredients and a variety of cooking techniques. As the restaurant’s Alsace-inspired focus has continued to evolve, the name Elsa was chosen to reflect this progression as well as the founders’ love for the region.
The kitchen continues to be led by Head Chef Holly Hayes, formerly at 40 Maltby Street. Her menu celebrates hyper seasonality, sustainability and provenance, and from its launch Holly has built up a small network of trusted suppliers ensuring locally sourced ingredients shine throughout her hearty and homely dishes. Suppliers such as Shrub for their fruit and vegetables, Fosse Meadows Chickens for poultry and Penlan Heritage Breeds who supply the restaurant with full sides of their Mangalitza pigs, will continue to provide Elsa with produce for their weekly changing seasonal menu.
With the name changing alongside the season, Elsa has introduced new Autumnal dishes to the menu. Guests can start with fried boudin noir with pickled walnut ketchup, combining the robust flavours of the sausage with the sharp kick of walnuts, and spiced bratwurst with red peppers and garlic yoghurt. For mains, guests can choose from simple dishes like lemon sole, cafe de Paris butter featuring wholly British ingredients such as purslane. Other mains include a hearty plate of roasted duck breast with madeira and plum, the classic coq au riesling or the mangalitza pork leg with apricot and runner beans. For dessert, seasonal fruit and flavours will continue to make an appearance in dishes, such as, fried doughnuts paired with stewed plums and cinnamon and spiced apple fritters topped with whipped cream.
On the name change, Head Chef Holly Hayes says: “Our small team is really excited to welcome both returning and new guests through the doors at Elsa this Autumn. Elsa’s menu will continue to be inspired by the wine of the Alsace region and the marrying of ingredients from the British Isles with the hearty and rustic French-Germanic influences.”
Co-founder Solynka Dumas says: “Choosing the name Elsa feels like a natural step in our journey – it reflects both our inspiration from the Alsace region and how the restaurant has naturally evolved since opening. While the name is changing, our ethos remains the same: celebrating provenance, seasonality, and the joy of great food and wine. This moment has also given us a chance to reflect on the past year, how far the restaurant has come, and where we’re heading – with a stronger focus on Alsatian wines particularly. We’re excited to continue building on that story with our team and returning guests.”
