Marco Pierre White will open a new restaurant in the West End, making his return to the area for the first time in ten years.

Mr White’s will launch in the former Chiquito site next to the Odeon cinema and will be run by the chef’s franchise partner Black & White Hospitality. 

It is yet another branding exercise by this former enfant terrible and trailblazer of the British culinary scene in the convenience-driven mass market mainstream. The magic at Harvey’s that first made his name seems like a long time ago now (and to be fair it is).

Work will begin on the 14,500 sq ft., four-storey site next week, with plans to open for guests in October.

The menu will feature steaks, grills, chops, and handmade pizzas, and the chef’s own-brand gin will also be available.

Nick Taplin, chairman and chief executive of Black & White Hospitality, said: “Opportunities like this are very rare so we had to act fast and are delighted to have got the deal over the line.

“This is arguably one of the most iconic areas of London and is known worldwide as the place to go for entertainment. Around 2.5 million people visit Leicester Square every week, so is one of the capital’s busiest places.

“That level of footfall therefore makes this new venue a very exciting proposition and we can’t wait to open. The property is currently undergoing a fit-out and we expect to be trading by October.

“Mr White’s is the perfect fit for Leicester Square. It’s an evolution of taking tradition and quality ingredients and placing it in an easy to access, relatable and charismatic setting that has been created purely for the guest who wishes to enjoy easy and affordable dining. It was an easy decision to launch a new International brand here.”