Jamie Oliver launches London ‘pop-up' Jamie Oliver's Diner

Jamie Oliver has opened a "pop-up" restaurant on London's Shaftesbury Avenue, in partnership with ‘eco' executive chef Arthur Potts Dawson.

Jamie Oliver's Diner, which launched in Piccadilly today, will serve a menu focused on sustainability and homegrown ingredients in a space created by artist Jay Burbridge. The street-level space below opened last week as a hot dog outlet, Jamie Oliver's Doghouse.

"When the site at Piccadilly Circus came up, I wanted to use it to open a pop-up diner, with great food values and ethics at its heart," said Oliver.

"Working closely with my team, headed up by the talented and probably most well-known green chef in the UK, Arthur Potts Dawson, we've made sure that all the ingredients are sustainable with an emphasis on British produce."

The diner, which will open for just three years, will serve food "from lunch until late", with at least 30% (excluding desserts) made up of healthy options.

Potts Dawson, who created London's Acorn House and Water House ‘eco' restaurants, will be using his experience to ensure the restaurant minimises its waste through recycling initiatives.

The Diner menu is broken up into starters, classic dishes, grilled chicken and steaks, main salads, burgers, sides, savoury waffles and desserts, as well daily fish specials. The drinks list includes craft beers from London breweries, made-to-order milkshakes and Old English cordials.

"The beauty of the Diner being a pop up is that we don't have to follow a particular set of rules and it gives us loads of flexibility to listen to what the customers want. We've got a few exciting things up our sleeve that are still to be uncovered," explained the celebrity chef.

"Our aim is to ensure we're giving our customers something really unique for this kind of restaurant. With the recent horsemeat scandal and justified lack of confidence the public now has in the food-production chain, we're taking this opportunity to show to customers exactly who's producing their food and where it comes from."