Jeremy King confirms when he'll open Simpson's in the Strand

Jeremy King to reopen Simpsons in the Strand

Updated 17/12/25 with full details of what's planned.

Restaurateur Jeremy King is getting ready for his biggest opening yet. He's had success with The Park near Hyde Park, and relaunched Le Caprice as Arlington and next he's going to be reopening Simpson's in the Strand.

As part of that project he'll be rejuvenating a huge building which has been having a trying time in recent years. Once one of London's most iconic restaurants, it had struggled in recent times to recapture its glory days. A major refit back in 2017 didn't lift the restaurant's fortunes and eventually led to the restaurant being stripped for an auction in 2023.

King is making the most of that huge space with multiple rooms by launching the new Simpson's with lots of different elements. First up is the main dining room - The Grand Divan. That's being fully restored in what they're calling a "new, more convivial layout". One of the signature elements of the restaurant, the silver carving trolleys, will be found in here. As for the food, there's an English theme running through the menu with grills, roasts, pies and game promised.

Breakfast will also be served in The Grand Divan, led by "The Ten Deadly Sins" which features Cumberland sausage, scrambled egg, streaky and back bacon, black pudding, fried mushrooms, baked tomato, kidney, fried bread, bubble & squeak and baked beans. So the mother of all Full Englishes, then.

Next is Romano's, which will be the restaurant on the first floor and named after a restaurant that used to be at 400 Strand. This will be an all-day brasserie-style restaurant that is promising "great pricing". If we were to compare it to any of King's previous work, this is the one that sounds closest to Brasseire Zedel. There will be a British all-day menu here and it should be very handy for any pre-theatre dinners.

Then there's Simpson's Bar, also up on the first floor, which they're pushing as a "destination cocktail bar", with classic cocktails. We're expecting very good martinis here, if King's other restaurants are anything to go by.

That's not it on the bar front, though. There's also the late-night Nellie's, which has its own entrance. King has been a big supporter of late nights in London and this place will be open until 3am. This will be dominated by "a life-size portrait of the opera diva, Dame Nellie Melba" and we're assuming that both toast and peach melbas are available here (both are named after the singer).

And finally, there's the huge Assembly Room, which is essentially a private ballroom. It seats 135 and it's extremely rare to get a ballroom that size outside of a hotel. It'll definitely be a competitor for The Savoy next door.

So yes, this is a massive endeavour and it's going to be one of the biggest openings of 2026. Because if anyone can bring Simpson's back to its finest, it's Jeremy King.

Jeremy King to reopen Simpsons in the Strand