Feng Sushi to open eighth London restaurant

The company, co-founded by chef Silla Bjerrum and Jeremy Rose, will open a 50-cover site on West End Road in north-west London. It will be the first 2012 opening for the chain and the first since September when the seventh restaurant opened in Billingsgate.

The opening is described by the company as 'an important evolution in the Feng Sushi family' as there will be an increased focus on service and comfort for those eating in. Each Feng Sushi site offers eat in, takeaway and delivery options but the last opening featured just six covers and focused almost entirely on delivery for the Canary Wharf area.

The new restaurant will retain the signature kimono pattern design and fish tanks of the other restaurants in the chain. The interior, which will be designed by London architects Stiff + Trevillian, will also feature wood panelling, blue leather seating and tables of varying sizes to cater for a range of diners. The venue will serve 34 covers inside and several outside tables will cater for a further 16 al fresco covers.

Luke Johnson​

The West Hampstead opening, revealed to BigHospitality in July last year​, was originally slated to be in autumn 2011 and at the time was expected to contain two separate entrances to differentiate between the dining in and delivery offers.

Bjerrum also told BigHospitality she intended to operate a further five sites by the end of 2012 after the Billingsgate venue was launched with residential areas in Islington, Shoreditch, Clapham and Chiswick all being considered.

The opening will be the second for the company since former Pizza Express chairman and serial restaurant investor Luke Johnson announced in 2010 he had acquired a majority stake of 92 per cent of the business with Bjerrum remaining as the only other shareholder.

Sustainability​

Bjerrum retains a very hands-on role in the company and works in particular on ensuring the company commits to its sustainable credentials. Last month Feng Sushi was presented with the Sustainable Fish Award by celebrity chef Raymond Blanc at the Sustainable City Awards.

The menu at the West Hampstead venue will be similar to the other sites and will include signature hot dishes such as spicy cuttlefish noodle soup, and seasonal specials which change six times a year in accordance with wild seafood seasons. As well as the best UK fish in specials the restaurant will offer traditional and contemporary sushi and sashimi, Japanese-inspired salads and soups and a range of cocktails, hot and cold sakes and Japanese beers.

Feng Sushi, which also operates sites in Notting Hill, Kensington and Chalk Farm, also runs regular Japanese cookery courses and a catering business and in January launched a 'delivered to your door' diet plan​ for customers wanting to lose weight.