The concept is the brainchild of Persian entrepreneur Vida Tayebi, who leaves behind a successful career in the City. Tayebi believes there is a gap in the market for an authentic Iranian food offering.
“The concept is an entirely new and original idea, though in essence it is very simple - to popularise, and make available, a modern version of Persian cuisine which has been evolving over thousands of years,” she said.
“We are going to bring Persian food up to date by adapting authentic recipes to fit a Western palate and environment.”
Situated on the busy Gray’s Inn Road, Dindin Kitchen will provide fresh food, quickly and at affordable prices, to a wide audience.
On the menu
The all-day offering will be overseen by manager Louisette Castel. Based on a few select, seasonal dishes which can be ordered individually, customers will be able to bundle items according to taste and appetite.
The menu will focus on grills, soups, savoury soufflés, rice dishes, fresh salads and healthy sides. Grills will be served as finished-to-order flatbread wraps with salad and a range of sauce options. Breakfast will feature a selection of baked eggs, as well as breakfast wraps and a full ‘hot drinks to go’ list. A small selection of fresh pastries, ice-cream and sorbets will be available including a unique Persian ‘Granita ,topped with morello cherries, citrus juice and rose water.
The main product offering will be prepared on site, in a service kitchen, with hot dishes finished to order for optimum freshness.
According to one of our sister titles, M&C Report, Tayebi has investment to support the initial growth of the concept to a handful of further sites across the capital.
Persian persuasion
Last year, Anna Hansen, head chef of The Modern Pantry, spoke to BigHospitality about the ‘gap in the market’ that still exists for more Persian food offerings. Theunique flavours and cooking methodsofPersian food are centuries old, and yet remain largely undiscovered by the Western world, she said.
"There is nothing around yet that is authentically Persian and I think it is quite inspiring food and I think we will see a little bit more about it.
“It is primarily Iranian cooking but it is influenced by all the neighbouring countries too and all the people that come and visit. There is an authentic and specialised field of Persian cuisine and Sabrina Ghayour is leading this. The food is delicious and quite unusual."
Dindin Kitchen will open at 52 Gray’s Inn Road, London, in early April.