Tweet

ROAST, the acclaimed Borough Market restaurant renowned for championing exceptional seasonal produce and market-fresh ingredients, is set to open its second London restaurant this October at Virgin Hotels London-Shoreditch.

ROAST Shoreditch will build on more than two decades of success at Borough Market, bringing its distinctive approach to modern British dining to one of London’s most creative neighbourhoods.

The new 135-cover restaurant will offer all-day dining from breakfast and leisurely brunches to long lunches, afternoon tea and dinner, alongside its signature Sunday Roast.

At the heart of the menu will be ROAST’s longstanding commitment to outstanding British produce, partnering with trusted farmers, growers and artisan suppliers to create dishes that evolve with the seasons. Diners will find the ROAST classics, including breakfast and the Sunday roast, plus a handful of new dishes created for Shoreditch. A thoughtfully curated wine list and expertly crafted cocktails will complement the experience.

The concept pays tribute to Shoreditch’s lesser-known horticultural history and its enduring connection to nearby Columbia Road Flower Market. In doing so, it creates a natural connection with ROAST’s own Borough Market origins, reflecting a shared appreciation of seasonality, craftsmanship and London’s historic market culture.

The interiors are by London design agency 3Stories, which has reimagined ROAST for East London as a contemporary Victorian-inspired urban conservatory. Rather than recreate Borough Market, the design builds the ROAST experience around Shoreditch: decorative ironwork, botanical detailing and layered planting nod to the area’s horticultural past, while timber, marble, brass and antique mirrors carry over the warmth of the original. The 135-cover space takes in the main restaurant and bar, a light-filled orangery and a chef’s table.

3Stories has also evolved the ROAST identity for Shoreditch, drawing on Curtain Road, named after The Curtain, an Elizabethan playhouse of Shakespeare’s London. A Harlequin emblem now sits within the identity: a nod to that history and a marker for the Shoreditch restaurant.

“Opening our second restaurant is a hugely exciting milestone for the business. Shoreditch feels like a natural evolution for ROAST – a neighbourhood with its own rich history of markets, makers and creativity that closely aligns with our own values. From the design of the space to the food on the plate, everything has been created to celebrate seasonality, craftsmanship and the exceptional quality of British produce. We can’t wait to welcome both local residents and hotel guests this October.” Marc Bevan, CEO of ROAST

“ROAST has built a strong reputation around generous British food and warm, uncomplicated hospitality, which makes this partnership feel like a natural fit for Virgin Hotels London-Shoreditch. We’re excited to bring those two experiences together, with ROAST’s breadth of offering, from breakfast and brunch through to afternoon tea, dinner and, of course, its much-loved Sunday roast, complementing the energy and character of the hotel. Together, this aims to be a dining experience that feels genuinely at home in Shoreditch; somewhere hotel guests, locals and visitors alike can settle in, spend time and enjoy themselves.” Barry Vera, Director of Culinary & Beverage at Virgin Hotels Collection

ROAST Shoreditch will become a new all-day dining anchor within Virgin Hotels London-Shoreditch, joining the hotel’s hi-fi listening lounge and bar, Hidden Grooves. Bringing together ROAST’s established approach to British food and hospitality with the hotel’s creative East London character, the restaurant has been conceived as a place for locals, London diners and hotel guests alike – whether dropping in for breakfast, meeting over lunch, settling in for dinner or gathering for a Sunday roast.

ROAST Shoreditch has opened in October 2026. Bookings are open now.