Noushe Joon offers a menu of authentic Persian dishes adapted to modern palates by head chef Ashkan Ashtari, who has worked in a number of London restaurants including The Ladbroke Arms in Notting Hill, Rök in Spitalfields, and The Havelock Tavern in Brook Green.
Delivered in biodegradable packaging, Noushe Joon puts Persian culture at the ‘heart of its offering’, sharing the story behind each dish on the menu.
Dishes include tahchin - saffron and yoghurt layered rice with corn-fed chicken thighs, under a crisp crust, topped with pistachios and barberries - and loobia polo, a hearty rice dish layered with succulent cuts of lamb, green beans, and a rich aromatic tomato sauce.
The business will initially work with Deliveroo, Uber Eats and Just Eat to deliver across Chelsea, Battersea, Pimlico and Clapham, with a view to extending its geographical coverage across London.
Both Shahroudi and Shirazi have experience within the start-up, food, and hospitality industries.
Shahroudi has entrepreneurial and digital marketing experience and has worked across numerous multinational businesses including Uniliver and John Lewis.
She also founded InnIran, a short-stay accommodation platform targeted at Europeans travelling to Iran.
Shirazi has worked in high-profile roles internationally, including chief executive officer of Austur, a nightclub in Reykjavik, Iceland, and director of longstanding Holland Park restaurant Mister Pumpernink.
“Persian food is becoming increasingly popular and awareness of the cuisine is growing by the day," says Shahroudi. "However, when ordering food at home, people are less inclined to look for Persian options. We’d like to change that and make it more widely available.”
“We know that the pandemic has changed eating habits and more people are now choosing to explore different cuisines and food formats, so we feel that the time is right to bring a new offer to the market,” adds Shirazi.