Fitzrovia’s July changes its name to Elsa

The kitchen at Elsa is led by head chef Holly Hayes, formerly of 40 Maltby Street
The kitchen at Elsa is led by head chef Holly Hayes, formerly of 40 Maltby Street (©Elsa)

Fitzrovia Alsace-inspired bistro and wine bar July has changed its name to Elsa following an apparent trademark clash.

Founders Solynka Dumas and Julian Oschmann selected the new name as a diminutive of Elsass - the Alsatian word for Alsace - reflecting the restaurant’s “original regional inspiration and its ongoing evolution since opening”.

The Charlotte Street restaurant launched in April last year and won a Michelin Bib Gourmand earlier this year.

The kitchen continues to be led by head chef Holly Hayes, whose CV includes 40 Maltby Street.

Her menu celebrates hyper seasonality, sustainability and provenance with dishes including trout rillette, kohlrabi, capers and chive; pork cheek, sweetcorn, girolles and sage; and duck breast, juniper, Madeira and plum.

The drinks programme is focused on low-intervention wines, many of which come from Alsace.

“Our small team is really excited to welcome both returning and new guests through the doors at Elsa this Autumn,” Hayes says.

Elsa’s menu will continue to be inspired by the wine of the Alsace region and the marrying of ingredients from the British Isles with the hearty and rustic French-Germanic influences.”

Dumas added: “Choosing the name Elsa feels like a natural step in our journey - it reflects both our inspiration from the Alsace region and how the restaurant has naturally evolved since opening.”

While the name is changing, our ethos remains the same: celebrating provenance, seasonality, and the joy of great food and wine. This moment has also given us a chance to reflect on the past year, how far the restaurant has come, and where we’re heading - with a stronger focus on Alsatian wines particularly. We’re excited to continue building on that story with our team and returning guests.”