ROAST Shoreditch Opens at Virgin Hotels London Shoreditch

ROAST Shoreditch is the second London restaurant from the acclaimed Borough Market name. It is set to open this October at Virgin Hotels London Shoreditch. The new site brings modern British dining to one of London's most creative neighbourhoods.

ROAST has built more than two decades of success at Borough Market. Its focus is exceptional seasonal produce. More about the brand is on the ROAST website.

ROAST Shoreditch Offers All Day Dining

The new restaurant seats 135 covers. It will serve breakfast, brunch, long lunches, afternoon tea and dinner. The signature Sunday roast will also be on the menu.

The menu builds on ROAST's commitment to British produce. The team works with trusted farmers, growers and artisan suppliers. Dishes change with the seasons.

Diners will find ROAST classics, including breakfast and the Sunday roast. A handful of new dishes were created for Shoreditch. A curated wine list and crafted cocktails complete the offer. This makes it a strong new entry among Shoreditch restaurants.

ROAST Shoreditch Draws on Local Horticultural History

The concept pays tribute to Shoreditch's lesser known horticultural past. It also links to the nearby Columbia Road Flower Market. That echoes ROAST's own roots in Borough Market.

Both places share a love of seasonality, craftsmanship and London's market culture. The team did not copy Borough Market. It built the experience around Shoreditch instead.

ROAST Shoreditch Design Is a Victorian Urban Conservatory

London design agency 3Stories created the interiors. It describes the space as a contemporary Victorian inspired urban conservatory. Decorative ironwork, botanical detailing and layered planting nod to the area's past.

Timber, marble, brass and antique mirrors carry over the warmth of the original. The space includes a main restaurant and bar. It also has a light filled orangery and a chef's table.

3Stories evolved the ROAST identity too. It drew on Curtain Road, named after The Curtain. That was an Elizabethan playhouse from Shakespeare's London. A Harlequin emblem now marks the Shoreditch restaurant.

What ROAST Shoreditch Means for Virgin Hotels

Marc Bevan, CEO of ROAST, calls the opening a huge milestone. He says Shoreditch feels like a natural next step. The area has its own history of markets, makers and creativity. He looks forward to welcoming local residents and hotel guests.

Barry Vera is Director of Culinary and Beverage at Virgin Hotels Collection. He says ROAST's generous British food and warm hospitality fit the hotel well. He wants a place where guests, locals and visitors can settle in and enjoy themselves.

The restaurant becomes a new all day dining anchor at the hotel. It joins the hi fi listening lounge and bar, Hidden Grooves. It is designed for locals, London diners and hotel guests alike.

Bookings are open now. For more openings, read the latest restaurant news on HCP.