ROAST is to open its second London restaurant at Virgin Hotels London-Shoreditch this October, marking the first expansion of the concept beyond its Borough Market home.
The 135-cover ROAST Shoreditch will operate as an all-day restaurant, serving breakfast, brunch, lunch, afternoon tea and dinner alongside the restaurant’s signature Sunday roast.
The menu will retain ROAST’s focus on British produce, working with farmers, growers and artisan suppliers to create dishes that change with the seasons.
Existing ROAST favourites, including its breakfast and Sunday roast offer, will be joined by a number of dishes created specifically for the Shoreditch location.
The food offer will be accompanied by a wine list and cocktail programme.
The restaurant has been designed by London agency 3Stories, which has developed the space as a contemporary interpretation of a Victorian urban conservatory.
Its design draws on Shoreditch’s horticultural history and its connection with nearby Columbia Road Flower Market, while also referencing ROAST’s origins within Borough Market.
Decorative ironwork, botanical detailing and planting will feature alongside timber, marble, brass and antique mirrors.
The 135 covers will be spread across the main restaurant and bar, an orangery and a chef’s table.
3Stories has also developed an updated visual identity for the Shoreditch restaurant, incorporating a Harlequin emblem inspired by The Curtain, the Elizabethan playhouse which once stood on Curtain Road.
Marc Bevan, CEO of ROAST, said: “Opening our second restaurant is a hugely exciting milestone for the business. Shoreditch feels like a natural evolution for ROAST – a neighbourhood with its own rich history of markets, makers and creativity that closely aligns with our own values.
“From the design of the space to the food on the plate, everything has been created to celebrate seasonality, craftsmanship and the exceptional quality of British produce. We can’t wait to welcome both local residents and hotel guests this October.”
Barry Vera, Director of Culinary & Beverage at Virgin Hotels Collection, said: “ROAST has built a strong reputation around generous British food and warm, uncomplicated hospitality, which makes this partnership feel like a natural fit for Virgin Hotels London-Shoreditch.
“We’re excited to bring those two experiences together, with ROAST’s breadth of offering, from breakfast and brunch through to afternoon tea, dinner and, of course, its much-loved Sunday roast, complementing the energy and character of the hotel.”
ROAST Shoreditch will join Hidden Grooves, Virgin Hotels London-Shoreditch’s hi-fi listening lounge and bar, as part of the hotel’s food, drink and entertainment offer.
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