The Guinness-focused space will form a key feature of the new venue and include its own dedicated Guinness bar, where guests can enjoy pints of the Irish stout in an eclectic setting.
A live counter will track every pint of Guinness poured from opening day. Every 1,000th pint sold will earn the customer a place on the venue’s wall of fame and a complimentary round of drinks from Mr Fogg’s, while the customer who orders the 10,000th pint will receive an all-expenses-paid trip to Ireland to visit the Guinness brewery.
Located just minutes from the Guinness Open Gate Brewery - a 54,000sq ft destination which opened in December 2025 in Covent Garden’s Old Brewer’s Yard - the venue taps into the ongoing craze for the black stuff that shows no signs of slowing down.
The Guinness Saloon will sit within Mr Fogg’s Market Tavern, which will occupy the former site of The Crusting Pipe in Covent Garden’s Market Building. At approximately 4,500sq ft, it will be the largest in the Mr Fogg’s Tavern collection, offering 130 indoor covers and a further 60 seats on its outdoor terrace.
It will serve pub classics served in Fogg’s parchment paper, including beer-battered haddock served with fat chips and marrowfat peas with tartare or curry sauce; and a double patty smash burger in a sesame seed bun loaded with fries. There will also be a wide selection of small plates, ideal for sharing and a Sunday roast, with all the trimmings, set to launch in autumn.
Alongside Guinness, the drinks menu will feature a selection of beers, wines, punches and cocktails.
The site will join 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.
“We couldn’t be more excited to be opening such a flagship Mr Fogg’s Tavern in the most famous market building in the world,” says co-founder of Inception Group, Charlie Gilkes.
“We look forward to welcoming Londoners, visitors from across the UK and internationally and are particularly excited to have built an amazing room with Guinness”.
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.
Emma Matus, head of restaurant leasing at Shaftesbury Capital, adds: “The launch of Mr Fogg’s new concept in Covent Garden’s Market Building is a testament to Shaftesbury Capital’s dynamic leasing strategy, securing best-in-class, experience-led operators.
“Mr Fogg’s Market Tavern will complement the destination’s character, heritage and global appeal, showcasing our commitment to the curation of distinct F&B and leisure experiences in Covent Garden.”