The British jacket potato brand, which has six million followers across Instagram and TikTok, has launched at 4 Princes Street, bringing its food-to-go concept and range of freshly prepared potatoes with signature toppings.
The Crown Estate has also signed No.1 Princes Street (now open)with Japanese restaurant Kazu and matcha specialist SMATCHA are set to launch before Christmas.
No.1 Princes Street opened its 1,780 sq ft venue earlier this month, combining a New York-style bagel house with a basement speakeasy bar.
The ground-floor restaurant serves freshly baked, naturally fermented bagels with deli-style fillings, while the basement offers cocktails and late-night entertainment.
Kazu will open a 1,500 sq ft restaurant at 6 Princes Street before Christmas. The Japanese restaurant, which already has a site in Fitzrovia, will serve sushi, sashimi and contemporary small plates, with a focus on fresh ingredients and Japanese cooking traditions.
London-born matcha and yuzu specialist SMATCHA will open its first standalone flagship at 3 Princes Street later this month. The 1,073 sq ft site will be the brand’s third London location, following openings at Westfield London and Brent Cross.
The new venue will serve ceremonial-grade matcha sourced from Kyoto, alongside yuzu drinks and its range of superfood-infused creations. It will also feature a traditional Japanese stone mill for freshly milled matcha.
The four brands bring the total number of food and drink operators on Princes Street to six, joining plant-based restaurant Tendril and family-run Italian restaurant Bar Remo.
“Reaching full occupancy at Princes Street reflects the strength of demand from hospitality brands looking to be part of the Regent Street neighbourhood, as well as the growing importance of food and drink to the overall West End experience,” says Sophie Moorcroft, leasing manager, hospitality & culture at The Crown Estate.
Jacob and Harley Nelson, SpudBros Express, adds: “We’re incredibly proud to have brought SpudBros to the heart of London’s West End.
“Opening our flagship on Princes Street was a huge milestone for us, and it’s been amazing to see the response from Londoners and visitors from around the world.
“What started as a simple love for jacket potatoes has grown into something we could never have imagined, and to now have a home just moments from Regent Street is pretty surreal!”
The developments follow the announcement that Time Out Market will open its first UK location at nearby 10 Piccadilly.