London's Legendary Simpson's in the Strand Reopens with Iconic Roast Beef Trolley
London's dining scene has welcomed back one of its most iconic establishments as Simpson's in the Strand reopened its doors after a six-year hiatus. The legendary restaurant, first established in 1828 as a smoking room, has been revived by renowned restaurateur Jeremy King, bringing back its famous roast beef trolley and Edwardian grandeur.
A Historic Institution Returns
Simpson's in the Strand represents one of London's oldest and most celebrated dining institutions. For nearly two centuries, this establishment has served as a bastion of British culinary tradition, most famous for its theatrical presentation of roast meats carved directly at the table from silver trolleys. After being owned by The Savoy for the past century, the restaurant has now passed into the hands of Jeremy King, the visionary behind beloved London spots including The Ivy, The Wolseley, Arlington, and The Park.
King's acquisition represents the culmination of a decades-long pursuit, with bids submitted in 2000, 2008, and 2015 before finally securing the property in 2022. His determination reflects the restaurant's status as London's last "grande dame" dining establishment, a title earned through generations of serving London's elite and maintaining traditional British dining customs.
Restored Spaces and Traditional Charm
The renovated Simpson's encompasses two distinct dining rooms—the Grand Divan and Romano's—along with two bars named Nellie's Tavern and Simpson's Bar, plus a private ballroom. While all spaces have been carefully restored, the Edwardian character remains intact with original chandeliers, classic wood paneling, and the return of the iconic roast trolleys that made the restaurant famous.
The atmosphere transports diners to another era, where the clatter of silverware and murmur of conversation create a backdrop for what King describes as "dinnertime theatre." The restaurant maintains strict policies against photography in public areas without prior written permission, encouraging guests to immerse themselves fully in the experience rather than documenting it digitally.
The Culinary Experience
At the heart of Simpson's revival is the return of its signature roast beef trolley. The Devonshire Ruby Red beef undergoes a meticulous nine-hour slow cooking process before being wheeled to tables where master carvers explain the preparation while slicing generous portions of perfectly cooked, tender meat. Each serving arrives with a giant Yorkshire pudding, proper gravy (no commercial substitutes), and a silver dish of accompaniments including crispy roast potatoes, chunky parsnips, carrots, and greens.
The menu celebrates traditional British cuisine with Hovis-style bread loaves, prawn cocktails, bubble and squeak, and spotted dick among the offerings. A standout dessert is the clementine jelly served with Cointreau cream—a sophisticated take on childhood favorites that combines smooth, bright citrus flavors with rich, slightly alcoholic cream.
People Watching and Atmosphere
Beyond the food, Simpson's offers what might be London's premier people-watching experience. The restaurant attracts a diverse clientele ranging from celebrities like Dame Joan Collins to potential literary geniuses, royalty descendants, and film industry professionals. The staff contribute equally to the visual spectacle with master carvers in tall toques blanches, waiters in waistcoats, barmen in white dinner jackets, and a sharply dressed floor manager in a three-piece suit—all navigating the dining room while avoiding collisions with the ever-present trolleys.
Pricing and Accessibility
While Simpson's will undoubtedly attract London's elite, the pricing remains surprisingly accessible considering the historical significance and immersive experience. The signature hot trolley with all roast trimmings costs £39.50, while other main courses range from £19.75 to £49.75 for Dover Sole. Starters begin at £9.75 for scallops, with sides priced between £5.75 and £7.75. A 15% service charge is automatically added to all bills.
The restaurant represents a deliberate departure from contemporary culinary trends focused on innovation and bold flavors. Instead, Simpson's offers a transportive experience that celebrates British dining traditions, theatrical presentation, and historical ambiance. For those seeking to step back in time while enjoying classic British fare served with unparalleled ceremony, Simpson's in the Strand provides an unmatched dining experience in the heart of London.
