Sow introduces ‘natural bowl food’ concept to London

A new counter service concept backed by pasta restaurant Pastaio investor Shemeel Khan and led by former group projects and operations manager at Prescott and Conran, Peter Farrell and chef Frederick Forster will open this June on London’s Great Marlborough Street.

The all-day operation will open daily from breakfast through to supper, offering a menu featuring globally-inspired, seasonal bowl food, built fast and fresh. Sow will also offer speciality coffee and a range of snacks and drinks.

Chef director Forster, former National Chef of the Year and Roux Scholarship winner, has worked alongside chefs such as Raymond Blanc and Michel Roux Jr and received the Master of Culinary Arts (MCA) in 2013. He will be responsible for the menu comprising hot and cold bowls with health-conscious, vegan and gluten-free options.

Using freshly cooked, quality ingredients, bowls include choices such as the vegan buckwheat noodles, shiitake mushrooms, sesame and nori broth; spiced chicken, savoury rice, pickled cabbage; and for breakfast: organic egg, chorizo beans, broken avocado. Breakfast bowls start from £3 with all-day bowls from £7.

Designed by Freehaus, the 1,100 sq ft site is being designed to offer a “seamless counter service experience”. Interiors are modern and vibrant reflecting the style of food and will feature a terracotta-clad counter and a natural colour palette throughout. As well as grab and go, Sow will offer seating for 22 with an additional eight covers outside and will open from 7am on weekdays through to 10pm, closing later at 11pm on Friday and Saturdays.

Co-founder Peter Farrell said: “Although there are many takeaway options in London, we saw a space in the market for fresh, made-to-order bowl food that delivers on flavour and goodness. Frederick is a hugely talented chef and our all-day versatile menu works for breakfast, lunch and dinner.”

Addy Williams, senior retail portfolio manager at Shaftesbury, added: “Shaftesbury welcomes a brand new food concept Sow to Great Marlborough Street, a great addition to the exciting eateries that Carnaby already offers. Through an innovative strategy, Carnaby is the West End’s leading dining destination offering unique consumer experiences, attracting young brands and exciting global exclusives.”

Sow will open two more sites this year in high footfall London locations with the intention to grow the brand further thereafter.