Restaurateur Tom Etridge is to launch a new concept this autumn with the opening of a restaurant at Westfield London, the £1.6b retail development that launches in White City this October.
Etridge previously ran gastropub business Frandek together with brother Olly. He sold the group comprising the Ebury in Belgravia, the Waterway in Little Venice and the Running Horse in Mayfair, to Compass Group's Restaurant Associates in 2006.
The new venture, which will be called Ito, will comprise a 60-seat restaurant with an outside area for up to 30 guests.
The modern European menu, which has been created by food director Neil Armstrong, will offer "healthy fast food" served in small plates. Dishes will include pepper polenta roll with rocket pesto, five green soup, wild boar and chestnut salsicce with apple compote and pumpkin and vanilla brûlée.
Interiors have been designed by Martin Brudnizki and include oak floors and tables and leather banquettes and there will be an open kitchen as well as a 12-seat bar with a conveyor belt.
Etridge told Caterersearch that if successful Ito could be rolled out.
"After this site we're hoping to launch a further two in London next year and depending on successful the concept is expand it even further," he said.
"But as I'm financing this myself and there's no backer, there's no rush or deadlines that need to be met."
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