Westfield eatery closes down after just six weeks
A Westfield restaurant has closed down just six weeks after it opened.
Ito, on the Southern Terrace, which advertised itself as offering “healthy, fast food” closed its doors and pulled down its blinds for the last time last week.
Owner and gastropub entrepreneur, Tom Etridge, said he was moving on: "I am in the process of finalising the sale of the restaurant to a reasonably well known operator having taken the decision to spend more time in Sydney, Australia where I have a home."
In September, however, Etridge told CatererSearch that the Westfield Ito would be the first branch of many: “After this site we’re hoping to launch a further two in London next year and depending on successful the concept is expand it even further,” he said. “But as I’m financing this myself and there’s no backer, there’s no rush or deadlines that need to be met.”
It is not clear what the reason for the sudden turnaround is but the restaurant had suffered a series of electrical problems during its short life: the heating system broke down in the middle of winter, the feature conveyor belt, which carried small dishes of food around ‘Yo Sushi’-style, stopped working and the electronic payment system was knocked out for several days, meaning customers had to pay for their meals in cash.
The Evening Standard’s David Sexton gave Ito just one out of five when he reviewed the restaurant in November, appearing to have enjoyed neither the concept nor the food. “You’re consuming a concept, rather than a meal,” he wrote. “Appealing, perhaps, for a quick drink, with a snack. Otherwise, a daft way to eat these days.”
Reto Frei of the Swiss restaurant 'tibits', which is also on the Southern Terrace, said new restaurants needed time make their names: “As tibits is brand new in London, it does take time to establish our unique offer. We are very positive and get a lot of good feedback from our guests. It is definitely not the best economic climate at the moment which does also affect the restaurant industry but we think that the centre has opened really well and Westfield has done a good job. Westfield wanted to have a mix of well known and new brands in the dining offer to make it different.”
Westfield say a new restaurant will be taking Ito’s place next year: “Westfield London food offer is outperforming expectations, and it is disappointing that Ito is closing at what is the busiest time of the year for restaurant trading. We look forward to the opening of an exciting new operator in the New Year.”
Yasmine Estaphanos
21 December 2008