London’s first fast-casual Persian dining concept now open

Innovative Persian eatery dindin kitchen has now opened its doors in Holborn bringing an exciting, new culinary experience to the capital. dindin kitchen welcomes customers to eat in a bright, vibrant 30-cover seating space to accommodate those short-stay diners, while also providing the option to take-away and enjoy a range of products, on the move or at your desk.

The unique flavours and cooking methods of Persian food are centuries old, and yet remain largely undiscovered by the Western world. dindin kitchen aims to deliver an accessible introduction to this Persian cuisine with a modern twist to suit Western tastes. The first of its kind, dindin kitchen is a welcome addition to one of London’s most thriving business hubs and a new fast-casual choice for the city. dindin kitchen is a labour of love for founder and director Vida Tayebi, who has been working on the project for some time. A proud Persian herself, she has a passion for the food and culture of her heritage. Having left behind a successful career in the City, dindin kitchen is not only a business opportunity for Vida, but also a chance for

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her to act as an ambassador and champion of Persian cuisine. Vida comments: “The concept is an entirely new and original idea, though in essence it is very simple: to popularise, and make available, a modern version of Persian cuisine which has been evolving over thousands of years. We are bringing Persian food up to date by adapting authentic recipes to fit a Western palate and environment.”

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Located on the busy Gray’s Inn Road, the eclectic all-day offering at dindin kitchen is built around a select few dishes, which can be ordered individually, allowing flexibility for customers to bundle items according to taste and appetite. The menu focuses on ‘grills’, soups, savoury soufflés, rice dishes, fresh salads and healthy sides. A small selection of fresh pastries, ice-cream and sorbets are available including a unique Persian Granita topped with morello cherries, citrus juice and rose water. The main product offering is prepared on site, in a service kitchen, with hot dishes finished to order for optimum freshness - offering a quality-led alternative to other high street food offers.

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