Gordon Ramsay is to open a new restaurant at 7 Heddon Street in London's West End - his first in the area.
The Heddon Street Kitchen is expected to be an all-day dining concept with interiors designed by Russell Sage.
The move comes following the success of Bread Street Kitchen in London's One New Change, which also runs on a more relaxed, all-day format, unlike some of Ramsay's other operations in the capital that serve only lunch and dinner.
Gordon Ramsay Group managing director Stuart Gillies said: "It's a really exciting site for the Gordon Ramsay Group which will see us expand into a new part of London. The site and location lends itself perfectly to an all-day dining concept which will take inspiration from Bread Street Kitchen in the city and has been extremely successful."
The Heddon Street site, which covers 9,000 sq ft, was previously a Living Room bar and restaurant. It will open in the autumn. The deal for the site was secured by Restaurant Property.
The news came as it emerged that Ramsay is also set to open a new restaurant in Hong Kong, also modelled on Bread Street Kitchen, with plans for more restaurants modelled on GRG's London sites in the pipeline.
Meanwhile, the company is expected to make a £6.4m loss when it reveals its financial results for the year to August 2013, according to the Sunday Times.