Dish With A Difference

We’re talking about: build your own brunch

Farmer J is allowing diners to customise their brunch feast with a bunch of small plates.

30 November 2018
brunchmenumiddle easternrestaurants
  • The Dish: The Shak – baked runny eggs with radish chilli salad, feta and laffa bread
  • The Place: Farmer J, London EC4R 9AT
  • The Chef: Founder Jonathan Recanati

What? Farmer J is launching a weekend ‘build your own’ brunch at its recently opened all-day restaurant in London Bridge. Guests can create their own feast from a selection of three, five or seven dishes.

Dishes on the menu include The Shak – baked runny eggs with radish chilli salad, feta and laffa (a Middle Eastern flatbread), as well as the charred flank steak with green tahini. Others include vegetarian options like the grilled greens with chimichurri, and a sweet potato and butternut harissa smash.

Those with a sweet tooth will be catered for by the warm banana bread, topped with a tahini drizzle and fresh banana, or the pumpkin pancake with apple compote.

Off the back of Farmer J’s signature field trays – which come with a base, a main, two sides and a sauce – diners can follow the same concept with brunch trays. This menu is divided into different sections: eggs, meat and fish, greens and veg, and bakery.

There are also unlimited coffee refills from Redemption Roasters, while those in the party spirit can go for a bottomless booze with bubbles or brunch cocktails, which include the punchy Harissa Bloody Mary and the seasonal Bellini.

Smoothies will be blitzed to order too, including the Cacao Power with almond milk, almond butter, peanut butter, tahini and date syrup, and the Hale Kale with coconut water, pineapple, apple, kale, ginger and lemon.

Building your own brunch will cost either £12 (3 dishes), £17 (5 dishes) or £22 (7 dishes).

Where? Farmer J focused on takeaway and healthy fast food in its Leadenhall site, before opening its all-day sit-down restaurant in London Bridge in September. The fast-casual concept rolled out a Mediterranean-inspired menu and has now turned towards brunch with a Middle Eastern feel.

“We are so excited to invite the weekend crowds into our new home for a wholesome brunch feast,” Jonathan Recanati, founder of Farmer J said. “It’s all about good vibes at Farmer J, so we wanted to offer guests the flexibility to build their own brunch. I’d recommend starting with our fiery House Michelada, it’s a great way to start your weekend off with a kick.”

 

Why? While not a new idea, most places offer big dishes for brunch compared to Farmer J, who have hit on the popular option of allowing punters to personalise their meals with a choice of customisable options. It also builds on Freak Scene’s idea for bruncho boxes: numerous bites served up in small sizes.

As well as evolving the small-plate trend – which continues to dominate in restaurants – the concept makes it easier for vegans and people with intolerances to create a meal that suits their dietary requirements.

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