Loubet, who is quick to dispel any notion that his 240-cover restaurant at King's Cross is a vegetarian one, explains his idea to deputy editor Stefan Chomka in the latest issue, out tomorrow:
"The vegetable is the focus of the plate, he says, "it is the most important element.
"From day one it was important to show people that we're doing something different. Why only change half the way? When I do something I like to do it properly. I don't need to please people with expensive meat and have the usual cuts, I want to do something that people talk about and say 'wow, I haven't been to a place like this before'. I don't want to be part of a trend or be like everyone else."
Loubet, who opened Bistro Bruno Loubet at the Zetter Hotel when he returned from Australia in 2010, tells Chomka how he had to change his approach to cooking for Grain Store, which opened last month, by ignoring everything he was 'programmed' to do as a chef.
"It's a challenge and a big turnaround to do it the way we are now," he says, but claims that after 'embracing' the transition it 'opened doors'.
You'll also find in Restaurant this month:
- Gourmet Burger Kitchen's business put under the microscope in the business profile
- David Yeo, owner of the Aqua Group, discusses his latest opening - Hutong at the Shard - in Table for Two
- Seafood chef Mitch Tonks shares his Pearls of Wisdom
- Focus on R200, the brands, trends and deals that could alter the restaurant landscape over the next 12 months
- Ways to beef up your pub menu by embracing lesser cuts and rejigging menus.
The July issue of Restaurant magazine is out tomorrow. Read the digital edition here or subscribe for a hard copy here.