Vapiano – a 30 branch-strong interntional chain with big aspirations – is to make its UK launch in London next month. The site, on Great Portland Street, was formerly Oliver Peyton’s restaurant Mash.

The concept appears to be what those with long memories might call a cafeteria. That term, however, is not one used by Vapiano – it’s clearly so ‘last-century’.

Thus we are told that Vapiano is about “defining the future of fresh casual”, and that it is “an innovative European concept serving made-to-order fire roasted pizzas, fresh, house-made pasta and hand tossed gourmet salads”.

It will offer “modern customer service” too. What this seems to mean is that service is largely non-existent. Presumably it’s ‘modern’, though, because you charge your individual dishes to a debit card which you settle up at the end of your visit.

Let’s just hope they’ve devoted as much thought to the rest of the operation as they have to the billing technology. Vapianao may have taken many German cities “by storm” (FT), but it’s worth recalling that Swiss/German operator Mövenpick – not really so dissimilar in concept – established a foothold in London in the early-’90s. It didn’t last.

Vapiano
19-21 Great Portland Street
London W1W 8QB