The site, which was formerly The Crusting Pipe, will mark Mr Fogg’s fourth Covent Garden location, joining the brand’s existing Tavern on St Martin’s Lane in Covent Garden, with the Gin Parlour located above, and the Society of Exploration, home to the world’s first automated Negroni-making machine.
Set to open in the summer, the upcoming Mr Fogg’s Tavern will occupy a 4,500sq ft site with space for 130 covers.
The venue will feature the brand’s signature Victorian-style interiors, alongside a 65-seater courtyard housed within the Covent Garden Market Building.
“It’s a huge honour to be opening one of our tavern concepts in such a heritage location, and we are very grateful to Shaftesbury Capital for the opportunity,” says Charlie Gilkes, co-founder of Inception Group.
“There are so many stunning, original features in this beautiful listed Market Building and we are really looking forward to welcoming Londoners and visitors from beyond this summer.”
The flagship will join other Inception Group venues across the Shaftesbury Capital portfolio, including Cahoots in Kingly Court, Soho, as well as the Mr Fogg’s Tavern on St Martin’s Lane location.
It will also join a diverse mix of F&B operators within the Market Building, such as Courtyard Wine Cellars, Spanish restaurant Pintxito, and French restaurant Chez Antoinette.
“The signing of Mr Fogg’s within the historic Market Building represents a strong addition to Covent Garden’s food and beverage offer,” says Emma Matus, head of restaurant leasing at Shaftesbury Capital.
“The Market Building is globally recognised as one of the most iconic retail and leisure spaces, which means securing concepts that align with our distinctive heritage, global appeal, and emphasis on experience is important.
“This location is an excellent fit for Inception Group, and we look forward to welcoming them later this year.”
The announcement follows the recent signing of Buvette, the gastrothèque by chef Jody Williams, which is set to open a 2,800sq ft, 80-cover space at 2 Neal’s Yard later this year.
Inception Group, founded by Duncan Stirling and Charlie Gilkes in 2009, also includes brands such as Barts, Maggie’s and Control Room B. In recent years it has reported revenue of £28.9m in 2024, up from £26.5m in 2023, with a turnover forecast to exceed £30m in 2025.
