Persian restaurant brand Naroon has expanded its presence in the UK by opening three new locations in London, Hospitality & Catering News has reported.
The original Naroon restaurant in Fitzrovia has now been relocated to a larger space at 65 Great Titchfield Street, more than doubling in size.
The new site has triple the seating capacity and a significantly expanded kitchen, allowing for an extended menu with many dishes previously offered as daily specials now permanent fixtures.
Adjacent to the new location, at 63 Great Titchfield Street, the team has launched Counter by Naroon, a new café concept.
It will cater to the breakfast and brunch crowd, with takeaway options designed for weekday office workers.
The café’s menu features traditional Persian breakfast dishes such as Khagineh [stuffed Persian sugar omelette], Sosis Bandari [beef sausage with potato and onion], Persian omelette and Nargesi [spinach and eggs].
Naroon has also taken over the former Galleria Persian restaurant location at 17 New Cavendish Street in Marylebone.
The new restaurant mirrors the menu of Naroon Fitzrovia but also introduces breakfast and brunch offerings.
The expansion has been self-financed by cousins Reza and Mohammed Malekzadeh, the driving forces behind the business.
Mohammad Malekzadeh, who immigrated to the UK from Iran, founded the food delivery start-up Delion in 2012 and later opened the plant-based café KIN in Fitzrovia in 2014.
Reza Malekzadeh was born in Tehran but raised in the UK. He transitioned from a career in management consultancy to pursue his passion for food.
He partnered with his cousin in 2020 to launch the first Naroon restaurant.
The cousins co-own KIN and have plans to further expand this venture as well.
Naroon director Mohammad Malekzadeh was quoted by Hospitality & Catering News as saying: “We’re delighted to launch our three new sites. Each restaurant and café 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 very 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. We’ve already had great feedback from people who have tried it.”
