Updated 24/7/25 with more details and imagery.
Jeremy King is definitely on a roll at the moment. He's opened The Park near Hyde Park, relaunched Le Caprice as Arlington and next he's going to be reopening Simpson's in the Strand.
Simpson's in the Strand itself has had something of a trying time. Once one of London's most iconic restaurants, it's 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 last year.
King says it will be a "big-theatre brasserie" that still draws on tradition. And now he's revealing a little more information about his plans for this 'Grande Dame' restaurant. There are going to be two dining rooms, both with different names and offerings. The Grand Divan will be the more formal of the two. In there King is promising a traditional British restaurant experience with roasts carved at the tables from antique, silver-domed trolleys. In The Green Room, it'll be less formal with a menu that's going to be 'at a lower price point'.
In addition to the dining rooms, Simpson's will also have two bars, Simpson's Bars and Nellies (there are rumours that one of those will have a properly late licence, which we're keeping our fingers crossed for). The last element of the scheme is a private ballroom for events which will have room to seat 100 diners.
Of all his previous ventures, particularly with that mention of tableside theatre, this one sounds closest to Brasserie Zedel in its approach.
If anyone can bring Simpson's back to its finest, it's Jeremy King. Now we just wait to see what other great institution he'll be tackling after this...
More about Simpson's in the Strand
Where is it? 100 Strand, London WC2R 0EW
When does it open? November 2025
Find out more: Visit their website or follow them on Instagram @simpsons1828.
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