January 26, 2024

Naroon expands to three sites

Persian restaurant brand Naroon has opened three new sites in London, including relocating its original restaurant and launching a new café concept.

The original Naroon restaurant in Fitzrovia has moved to a space more than double the size across the road at 65 Great Titchfield Street.

With triple the number of covers and a much larger kitchen, the new site has an expanded menu, including the addition of many of the ‘daily specials’ to the fixed menu.

Meanwhile, the team has turned the site next door at 63 Great Titchfield Street into a café called Counter by Naroon, serving breakfast, brunch, and takeaway options for office workers during the week. Brunch dishes include Khagineh, Sosis Bandari, Persian omelette, and Nargesi.

The team has also opened a Naroon restaurant in Marylebone at 17 New Cavendish Street, where Galleria restaurant used to operate.

The venue will have the same menu as Naroon Fitzrovia with the addition of a breakfast and brunch offering. All the restaurants have been given a sleek, modern and minimalist design.

The business is led by cousins Reza and Mohammed Malekzadeh, who have self-funded the expansion.

Mohammad, who moved to the UK from Iran in 2018, launched food delivery start-up Delion in 2012, before going on to open plant-based café KIN in Fitzrovia two years later, which the cousins jointly own and are also looking to expand further.

Reza was born in Tehran but raised in the UK and has a background in management consultancy. He decided to follow his passion for food, joining his cousin to open the first Naroon in 2020.

Mohammad said: “We’re delighted to launch our three new sites. Each restaurant and cafe gives us the opportunity to share our food and culture with an even wider audience and we’re really proud of our new spaces in these prime central London locations.

“We felt compelled to take over the Galleria site when it came up to continue the tradition of great Persian food in this part of London and we are also focused on growing our weekend brunch offering. There are not many places in London that serve a fantastic Persian brunch and we think that we can grow this as a big part of the business in the future.”

Reza added: “We feel that Persian cuisine has tremendous potential in the London market with the right quality of food and service, consistency and authenticity while also being approachable.

“We have had great feedback wherever we have opened, and we want to use the platform we now have to continue growing our brands and be a recognised name in the London food scene.”

Naroon is named after a suburb in northern Tehran. Nestled within the hills of the Alborz mountain range, surrounded by trees and gardens, it is known for its culinary heritage.


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