Michael Nadra Primrose Hill officially opens on 1 September after a soft-launch period with 130 covers across the main dining space, bar, Grade II-listed vaulted horse tunnel event space and garden and terrace. It is a big step up from the sub-50 cover Chiswick venue he has operated since 2005.
Speaking to BigHospitality, Nadra described the former Sardo Canale Gloucester Avenue restaurant as 'one big monster' but explained the concept would follow the mould of his original site - high quality dining for a primarily neighbourhood-based clientele.
"I like to get to know the customers – at Chiswick we have got so many regulars and we want the same here. It should be their first port of call if they are looking for a nice meal – it is a local restaurant."
The cooking style will also remain the same with a focus on British, European and Asian ingredients across à la carte and tasting menus plus a fixed price option of £18 for three courses. Meanwhile the martini bar will offer a tempura and ceviche small plates menu which will also run throughout the restaurant.
"It is friendly fine dining – we are trying to get rid of the austereness. We have got great food, a great wine list and it is all good value," he said.
In 2010 the chef, who has worked with a number of leading industry figures since his studies including Marcus Wareing, Anthony Demetre and Gordon Ramsay at Petrus, made a big step when he refocused his Fish Hook Chiswick restaurant to include meat on the menu and made it an eponymous venue.
"As soon as you put your name to it people’s expectations go a little bit higher," Nadra admitted. "They say ‘this guy has put his name to it, there must be something special to it’. From a local point of view it can make it a little bit more intimate too."
The restaurateur attributes the success of being able to operate a named restaurant to hard graft, knowing your suppliers and keeping consistency high. He explained he was not expecting to cook for the entire restaurant at once straight away but was eventually hoping to work between the two sites with a view to opening further restaurants.
"We will see what happens but ultimately once this gets set up if something comes along and the infrastructure is good here so the place can run itself without me then I will definitely be looking for something else. Why stop at two?"