Ethos meat-free restaurant concept comes to London
Ethos is launching in Eastcastle Street near London’s busy Oxford Street and will offer a vegetarian casual dining alternative. The restaurant sits 74 people inside as well as 12 outside in good weather and is a self-service concept so diners can build a plate to their own choice.
It is being opened by entrepreneur Jessica Kruger, who is passionate about ethical eating and interesting meat-free food.
“I decided to open the restaurant when I became a vegetarian myself and I was finding it very frustrating to eat out and not be able to find yummy, interesting and non-repetitive food,” explained Kruger.
The venue design was completed by I Am Associates and features floor-to ceiling windows, indoor silver birch trees, and neutral tones of white, blue and gold accents. This is all intended to complement the colourful array of dishes that will be on offer.
“I’d like to say the restaurant will be premium and sophisticated,” said Kruger. “It’s very fresh and I think that once we’re open the vibe will be very relaxed to make it a place people will enjoy hanging out in.”
Not just for vegetarians
Ethos will offer both dine-in and takeaway options and has a variety of dishes that are inspired by a number of different countries from around the world.
Kruger explained: “Our target market are not actually vegetarians, it’s just people who like good, interesting food. We don’t say we’re super healthy, you can be quite indulgent in our food, but it’s a self-service concept so you can build your plate exactly as you like. You can have something that’s a bit more decadent and you can have fresh salads on the side, so you have a lot of choice there. “
Dishes on offer include Eritrean cucumber and mango salad, Colombian crema de Aguacata soup and barbeque ‘ribs’ made using seitan (a protein from wheat gluten). The desserts list features indulgent cake balls and lemon and raspberry posset.
When asked what will make the restaurant stand out Kruger said: “The unique food, we’ve got a combination of things that are hard to find and we’ve gone to great lengths to find interesting dishes from around the world. There’s also the self-service aspect which allows customers to have a little bit of everything and try new things.”
