UAE-based hospitality investment company, Gates Hospitality, is set to expand to London with the opening of US-founded modern Chinese concept, RedFarm.
Located in London’s Covent Garden, the concept was developed in New York by dim sum master, chef Joe Ng and Chinese food expert Ed Schoenfeld, and brings a greenmarket sensibility to modern, inventive Chinese food with rustic décor.
Naim Maadad, chief executive, Gates Hospitality, commented: “This is our first venture outside of the UAE market. Covent Garden is an area that caters for the local people and tourists. It’s been restored without losing its authenticity, and it’s now more affordable and accessible to many people.
“The business model is very simple and similar to what we’re doing in the UAE. It’s very good food in a modern environment without the price tag or the formalities and I think that’s a global trend. People want good, honest food; they want to see and be seen without having to spend a lot of money.
“Chinese is a cuisine we like but because of the unhealthy associations many people shy away from it, so the menu at RedFarm is very healthy and modern.”
The venue is set across four floors, and there are plans for a speakeasy bar on the ground level, with the other three floors dedicated to dining.
There are already two RedFarm restaurants operating in New York – in Upper West Side and West Village – and this project marks the debut for the brand internationally.
The venue is expected to open by October this year and will feature the same menu as the US location, with minor adaptations for the UK market.
Menu items currently include grilled jumbo shrimp, vegetables and red curry; sautéed diced lamb with Chinese broccoli and pickled shallot; and seared live sea scallop, scallop dumpling, watercress and corn sauce.
The restaurant also offers a wide range of dim sum and dumplings, including ‘Pac Man’ shrimp dumplings; crispy duck and crab dumplings; and pan-fried lamb dumpling shooters.
Gates Hospitality has plans for more concepts in UAE, London and Australia over the coming years and is looking to “plug the right solutions in the right locations”.
Maadad commented: “We’ve identified the UK and Australia as our next playgrounds, along with the UAE. We see a future in these locations and we believe these mature markets are accessible to huge audiences and are looking for more lifestyle venues.”