Reservations · Outdoor seating
Inventive, produce-led dining with standout small plates and polished service in a lively Fitzrovia room, but pricing is high and desserts and pacing can be hit or miss.
ROVI exemplifies grade A standards through exceptional food quality anchored by signature small plates and the celebrated celeriac shawarma, paired with thoughtful, attentive service that handles dietary needs and pacing with care. The warm, stylish setting with copper and wood tones creates an inviting atmosphere, while solid consistency across most dishes supports reliable execution. Premium pricing and occasional inconsistency in larger plates prevent higher distinction, but this chef-led, vegetable-forward dining ranks among the region's most accomplished neighborhood restaurants.
ROVI lands in Fitzrovia with a room that feels warm and buzzing, all rounded wood, copper accents, and leafy greenery. Service tends to be polished and proactive, with staff guiding sharing menus and timing pre-theatre plans. One diner put it simply: "They anticipated what we needed and kept us perfectly on schedule." However, note that it can feel busy at peak times, and a few guests perceived a rushed turnover. The cooking leans contemporary and produce-driven: vegetable-forward plates with Middle Eastern accents, ferments, and the odd miso or smoked labneh twist. Small plates steal the spotlight—grilled cucumbers, seasonal burratas, and the signature celeriac shawarma—while some larger plates and desserts draw mixed reactions. If you like creative, assertive flavors and modern technique, this is chef-led dining with personality rather than comfort classics. Families will find a few accessible choices—warm pita and potatoes, milky burrata—but many dishes skew adventurous with spice and sour-smoky notes. There is strong support for dietary needs (several diners mention coeliac-friendly handling), yet picky eaters may be happier sticking to sides and breads. For kids who enjoy trying new things, it can work; for conservative palates, choose carefully.
Area: Creative-central Fitzrovia with media, design, and boutique hospitality; draws both locals and destination diners.
Safety: Well-lit, busy streets with steady foot traffic; generally safe by central London standards.
Nearby: Near Oxford Circus and Tottenham Court Road corridors; cluster of restaurants, bars, galleries, and offices.
Available: Reservations, Outdoor seating
View full analysis on Seemor →