The Emergence of London’s New Underground

The Emergence of London’s New Underground
Contributing Writer
  • 12 march 2009

The reasons are twofold. The easy answer is the recession – as money has got tighter diners are looking for something more exciting but for less money. The second part of the answer is the internet. The online foodie community is very dynamic in London (recent Time Out and Times Online articles support this), which makes the marketing of an underground restaurant a doddle. As soon as MsMarmitelover mentioned her idea to open an underground restaurant the response from the people who subscribe to her RSS feed and follow her on Twitter was overwhelming. Within a week a plethora of food bloggers had either helped out or written very positive reviews which in turn were lapped up by their broader readerships. This bottom up approach to marketing a restaurant has not gone unnoticed by the mainstream media or other restaurateurs. The Guardian reviewed the opening night and AA Gill wrote a piece about how bored he was with normal restaurants and how all he wanted to do was actually find an underground restaurant so he could review it!

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.