We grill challenges 'monotonous' London lunch market

By Sophie Witts contact

- Last updated on GMT

We-grill features a 'constantly evolving' menu
We-grill features a 'constantly evolving' menu

Related tags: Restaurant, London

A new fast-casual grilled skewers restaurant is hoping to break up what its owner calls the ‘monotonous’ salads and sandwich-centric London lunch market.

We grill, a 23 cover site in Leadenhall Market, serves diners freshly made meat skewers, soups and sides in less than two minutes.

Manager Tarek El-Yafi told BigHospitality: “I worked in banking for seven years and saw there was a lack of high quality, transparent, affordable and quick food in London for the fast-casual market.

“I figured it was about time that somebody stepped up and offered something new. It’s a travesty to always have to order a sandwich or a burrito or salad which has loads of sugar and preservatives in its dressing."

We grill's menu is not limited to a geographically specific cuisine, designed to give customers a constantly evolving concept and menu which El-Yafi hopes will challenge 'the monotonous sandwiches and salad lunch options throughout the City'.

Keeping fast-casual healthy

Options include Ginger-infused Chicken Breast marinated with Star Anise, Cinnamon, Paprika and Bell Peppers; Lebanese Halloumi Cheese marinated with Chipotle, Lime, Paprika, Baby Tomatoes and Courgette Ribbons; and Ceviche-Style Scottish Salmon marinated with Tigre de Leche, Lime, Coriander, Garlic, Radish Disks and Cucumber Shavings.

Guest items will also feature on the menu, based on food trends, seasonality and customer demand.

El-Yafi hopes to expand to eight London sites within five years in areas which will allow the company to broaden their offering to target the breakfast and night timetrade.

wegrill3

Despite the competitive London lunch market, the restaurant are confident in their ability to make their mark. El-Yafi said: “It’s not without its challenges but I think London is probably the best place to test oneself against the competition, there’s a reason Pret and Chipotle are where they are. I think London gives every opportunity to succeed, but you have to be very careful not to over-expand, to know your concept and to know your customers.”

We grill is open from 11.30am-6pm at 29-30 Leadenhall Market and features a delivery service, as well as additional outside seating for 32 diners.

Related topics: Business, Venues, People, Restaurants

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