New fast-casual Persian concept set for London

A new Persian fast-casual restaurant concept is set to open in London's Holborn next month.

Located on Gray's Inn Road, Dindin Kitchen will aim to introduce Western palates to Persian cuisine through an eclectic all day dining offer.

Founder and director Vida Tayebi told Caterer and Hotelkeeper that she'd spotted an untapped opportunity in the fast-casual sector while working for a property consultancy and subsequently a credit rating agency.

"I was always a foodie at heart and after close to a decade in the corporate financial world I felt like a change. Everyone has to eat and what became very visible to me when I was working in the City and subsequently in Canary Wharf was how bored people were with what was on offer on the high street," she said.

"Being of Persian origin I thought there was a real gap in the market for any real representation of good Persian food. The breadth of the cuisine was always in people's homes and it astounded me that no one had approached it in the way that we have now."

The menu will focus on grills, served as finished-to-order flatbread wraps with salad and a selection of sauce options; soups; savoury soufflés; rice dishes; fresh salads and healthy side options.

The breakfast offer will include a selection of baked eggs, breakfast wraps and full hot drinks to g list, while 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 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," Tayebi. "We are going to bring Persian food up to date by adapting authentic recipes to fit a Western palate and environment."