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!

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