First launched as a smoking room in 1828, Simpson's in the Strand became a culinary institution serving traditional British food. It was notable for its roast beef, served from silver trolleys and carved at the table. The restaurant, known for being London's last 'grande dame', has been restored by Jeremy King, the renowned restaurateur behind establishments such as The Ivy and The Wolseley.

King, who had tried to acquire the place on several occasions since 2000, finally secured the site in 2022. The reopening maintains the restaurant's Edwardian charm, including its original chandeliers and classic wood paneling, as well as the jewel in the crown: the return of the roast beef trolleys.

The roast beef, prepared with Devonshire Ruby Red meat cooked slowly for nine hours, is the star of the menu. It is served with a generous Yorkshire Pudding, crispy roast potatoes, parsnips, carrots, and greens. Other dishes include Hovis-style loaves of bread, prawn cocktails, bubble & squeak, and spotted dick.

The culinary experience is complemented by the atmosphere of the restaurant, where you can enjoy an elegant setting and observe the clientele, which includes celebrities and notable figures. The restaurant also offers a selection of desserts, such as clementine jelly with Cointreau cream, a sophisticated version of jelly with ice cream.

The restaurant offers two dining rooms (Grand Divan and Romano's), two bars (Nellie's Tavern and Simpson's Bar), and a private ballroom. The decoration and atmosphere of the restaurant evoke a bygone era, with waiters in waistcoats and waiters in white dinner jackets.

The experience at Simpson's in the Strand goes beyond food; it is an immersion in London's history and culture, where diners can feel transported to another era. However, it is important to remember that photographs are not allowed in public areas without prior permission.

The roast beef trolley costs £39.50 with all the trimmings, while other main courses start at £19.75. The most expensive dish is Dover sole, priced at £49.75. Starters start at £9.75 for scallops, and sides range from £5.75 to £7.75. In addition, a 15% service charge is applied to all bills.

Despite its prices, Simpson's offers an experience that justifies the cost for those looking for a memorable dinner in a historic and elegant setting. The restaurant is an attractive option for those seeking to enjoy high-quality food in a unique environment.

The restaurant, which has been frequented by figures such as Dame Joan Collins, has become a popular destination for those seeking a top-tier culinary and social experience. Simpson's in the Strand offers a combination of history, elegance, and excellent food, making it an iconic place in London.

The reopening of Simpson's in the Strand is a celebration of London gastronomy and culture, offering diners the opportunity to enjoy a unique culinary experience in a historic and sophisticated environment.