Mam (pronounced ‘mum’) is the brainchild of Colin Tu, previously of London’s Big Dirty Burger pop-up, and is inspired by Vietnamese barbecue street food stalls.
The menu will focus on skewered meat cooked on a robata grill and served alongside Tu’s mum’s 'pungent' homemade fermented dipping sauce.
As with his first two restaurants Tu says the food has been inspired by his travels and family recipes, but tweaked to ramp up the flavour so it ‘really hits you in the face’.
Though the menu will mostly feature grilled cuts of chicken, there will also be weekly specials such as rare-breed beef and seafood.
Diners will be encouraged to choose their own way of eating the skewers, which will be served sharing-style with rice noodle parcels, chopped vegetables, pickles and Vietnamese herbs, lettuce leaves and rice paper wrappers.
Dishes will also include a hearty pho noodle both; rice bowls topped with braised short rib or pork belly; and Salvation in Noodles’ popular fish sauce chicken wings.
The 40-cover restaurant has been designed to evoke the Vietnamese riverside town of Hoi An, and is split between a bar area and dining room conservatory at the back.
Tu also runs two Salvation in Noodles sites in Finsbury Park and Islington. Speaking to BigHospitality in 2015 he credited the growing popularity of low-calorie Vietnamese cuisine as appealing to increasingly health-conscious consumers.
Mam is the latest in a string of restaurant openings announced for Notting Hill, following the launch of Core by Clare Smyth and the Southam Street, the upcoming second venture from the team behind the acclaimed 108 Garage.