Simpson’s in the Strand, a storied institution in London, will reopen next month in time for its bicentenary. Founded in 1828, the restaurant is renowned for its rich history and unique dining experience. Known for serving roast beef from wheeled silver trolleys, Simpson’s has long been a symbol of British culinary tradition. Its closure during the early days of the COVID-19 pandemic marked a significant moment for many who cherished its place in London’s heritage.
The reopening is the brainchild of veteran restaurateur Jeremy King, who has a long history of revitalizing iconic London eateries. King previously co-owned celebrated establishments such as Le Caprice and the Ivy, and he is now determined to breathe new life into Simpson’s. He described this revival as “the apotheosis of my career,” adding that he has been captivated by the restaurant for over forty years.
Historical Significance and Modern Revival
Simpson’s in the Strand has undergone various transformations throughout its history, starting as a coffee and chess club. It famously replaced the French term “menu” with “bill of fare” in the 1860s to emphasize its commitment to British cuisine. The restaurant has hosted numerous notable patrons, including literary figures like PG Wodehouse, who referred to it as “a restful temple of food.” Until 1984, women were barred from the main dining room, reflecting a bygone era of exclusivity.
Despite its historical significance, the restaurant faced challenges before its closure, with some critics describing it as a “museum exhibit” rather than a vibrant dining destination. Restaurant critic Jimi Famurewa noted that while it remained a cherished venue, it had lost its appeal for many Londoners. His sentiments echoed a broader concern within the culinary community about the future of such establishments.
King’s vision for Simpson’s aims to strike a balance between respecting its history and infusing it with contemporary vibrancy. He expressed his admiration for the restaurant’s architectural grandeur and described it as an opportunity to immerse guests in “Edwardian opulence.” King’s intention is to make the dining experience not only about the food but also about the overall atmosphere and enjoyment.
A New Chapter for a London Landmark
The reopening of Simpson’s signifies a revival of two cultural icons in the London restaurant scene. As King stated, “There are very few restaurants outside of hotels that have been purpose-built,” highlighting the unique charm of Simpson’s architecture. The restaurant’s multiple spaces and extravagant design offer a rare dining environment that seeks to entice both locals and tourists alike.
Critics like Ben McCormack agree that the reinvention of Simpson’s is long overdue. He emphasized that the restaurant needed to evolve beyond its historical appeal and improve its culinary offerings. King’s commitment to creating a guest-focused experience is expected to reinvigorate the dining scene, attracting a new generation while honoring the past.
As the reopening date approaches, excitement builds around what King and his team will bring to this historic venue. For many, Simpson’s in the Strand represents more than just a restaurant; it is a cherished piece of London’s culinary history that is set to emerge from the shadows of its past. With King at the helm, the future of this iconic establishment looks promising, poised to offer both nostalgia and new experiences for its patrons.
