After a two-year closure, Simpson’s in the Strand, a historic London restaurant, is set to reopen in March 2024, coinciding with its 200th anniversary. Known for its rich heritage and traditional British cuisine, this establishment has long been a symbol of the city’s dining culture. The revival is led by veteran restaurateur Jeremy King, who aims to restore the restaurant to its former glory while adapting to modern dining expectations.
Historical Significance and Modern Revival
Founded in 1828, Simpson’s began as a coffee and chess club, introducing unique service features such as wheeled silver trolleys for serving roast beef and gravy. The restaurant has maintained its commitment to British cuisine, famously opting for the term “bill of fare” over “menu” in the 1860s. Over the years, it has attracted notable patrons including Charles Dickens and Winston Churchill.
Despite its storied past, the restaurant faced challenges in recent years. The closure during the early days of the COVID-19 pandemic sparked concern over its future, particularly as other London dining establishments began to reopen. However, the upcoming reopening has reignited interest in this iconic venue.
King, who previously co-owned celebrated spots like Le Caprice and the Ivy, has expressed his deep connection to Simpson’s. He has been in discussions with the restaurant’s owners, the adjacent Savoy Hotel, for over two decades, highlighting his long-standing admiration for this establishment. “Reviving Simpson’s will be the apotheosis of my career,” King stated, emphasizing both the restaurant’s historical significance and its architectural beauty.
Anticipated Changes and Guest Experience
Critics have noted that Simpson’s had become somewhat outdated, described by food writer Ben McCormack as a restaurant that had “begun playing up the history for American tourists” while the food quality declined. King’s approach aims to combine respect for tradition with a fresh perspective. He believes that even the most esteemed establishments can become “spent” and require revitalization.
“It requires a great deal of determination and energy to rejuvenate, and hence they sometimes change hands,” King remarked.
King’s strategy focuses on creating a dining experience that prioritizes guest satisfaction. He acknowledges that while food is essential, the overall atmosphere and how guests feel during their visit are paramount. This approach aligns with his previous successes in transforming London’s dining landscape.
As the reopening date approaches, the excitement surrounding Simpson’s revival grows. The restaurant promises to retain its signature elements while offering a renewed focus on guest engagement and culinary excellence. With King at the helm, many in the industry are optimistic that Simpson’s will reclaim its status as a premier dining destination in London.
In summary, the reopening of Simpson’s in the Strand marks a significant moment in the landscape of London dining. With Jeremy King’s dedicated vision, the restaurant is poised to blend its rich history with a modern approach, ensuring that it remains relevant and cherished for the next generation of diners.
