Restaurants in the capital have just over a week left to sign up as participants in this year's London Restaurant Festival.
The annual event, which was launched last year by the London Evening Standard's food critic Fay Maschler and Simon Davis, who together run restaurant consultancy Private View, is a citywide celebration of dining out designed to raise the profile of restaurants involved and drive footfall.
Supported by Mayor of London Boris Johnson and tourism body Visit London, the 2010 London Restaurant Festival will run for two weeks from 4-18 October compared with six days last year.
Operators wishing to take part have until 29 September to register on the event's website. Registration costs £110 plus VAT and for each registration received the festival's organisers will donate £5 directly to charity StreetSmart.
Organisers are aiming to have 800 restaurants across London on board this year - 450 took part in 2009 - each featuring a festival menu showcasing their talents.
Festival menus are promoted on the London Restaurant Festival website, and marketing and PR around the event this year has focused on encouraging diners to explore their local neighbourhoods via the feature.
A series of special events marking festival fortnight will also take place including celebrity chefs such as Gordon Ramsay, Giorgio Locatelli and Daniel Boulud cooking on the London Eye; and this year's MasterChef finalists running a pop-up restaurant at D&D's Meza.
Meanwhile the American Express 10-10-10 event will see 10 chefs from outside the capital - including Raymond Blanc, Alain Roux and Sat Bains - pair up with a London chef to cook Sunday lunch.
By Chris Druce
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