Jamie Barber, owner of Hush and Villandry, will open his second Kitchen Italia on Monday (7 December) in a basement site in Covent Garden.
The mid-market concept, based around quality, freshly made pastas and sauces served in a contemporary setting, has already proved a hit at the first site in Westfield in Shepherd¹s Bush, west London, where around 1,000 covers are served on a busy Saturday.
Barber believes the restaurant's success is the result of its quality and authenticity.
"Although the architecture of the price structure is very similar to what you get in the rest of the market, the quality is a step above, the attention to detail is a step above," he said.
"My view is that's the way the sector is moving. People are becoming a lot more sophisticated in terms of their eating tastes."
The new 120 cover site, next to the Donmar Warehouse on Earlham Street, will feature the same modern design, with bench seating, an open kitchen and fresh herbs and olive oils on the tables.
Pasta dishes, as in Westfield, will all be priced under £10.
Barber plans to open a further two Kitchen Italias next year, both likely to be in London.
A full profile of Jamie Barber will appear in the January issue of Restaurant magazine.