Harden's survey result
Summary
In December 2023, Tom Cruise apparently romanced Russian MP’s daughter Elsina Khayrova at this Mayfair eurotrash magnet, owned by ‘Blini Baron’, Arkady Novokov. There are two sections – the more popular pan-Asian haunt serving a huge variety of bites (sushi, sashimi, robata, dim sum, steaks, salads and wok dishes); and the more gracious and ornate Italian section majoring in wood-grilled steak and fish. Perhaps our readers are just not in the oligarch mindset – the odd one says it’s exceptional all-round but largely they rate the whole experience as “underwhelming for the price”… or just plain “bad”.
Summary
‘Blini Baron’, Arkady Novikov’s London outpost remains a magnet for glossy Mayfair eurotrash types, with its luxe pan-Asian menu of sushi, sushi rolls, robata, wok and hot pot dishes (there is also a completely separate Lake-Como-comes-to-London back room, serving Italian cuisine, that’s never as highly commented on). It’s never been a choice for anyone remotely concerned about value. (PS. Next time you hop over to the Balearics, you can drop in on his newish spin-off at Ibiza Gran Hotel).
Summary
Thin feedback this year on this glossy Eurotrash playground in Mayfair – London outpost of Arkady Novikov’s large restaurant empire (fun fact – according to Forbes in Nov 2022, this includes what used to be the Krispy Kreme Russian franchise, rebranded post-sanctions as ‘Krunchy Dream’). Its sushi, seared seafood and other luxe Pan-Asian bites remain well-rated, if at prices designed for oligarchs. (There’s also an imposing, ambitious dining room with an Italian menu to the rear that no-one mentions much).
Summary
“It feels like you’re in a nightclub, and it’s very expensive” at this oligarch playground in Mayfair, run by Arkady Novikov (who in past times boasted of his personal friendship with Vladimir Putin, but who more recently hoisted a ‘Peace for Ukraine’ flag on the restaurant website). For some folks the whole vibe is a complete turn off (“this is what’s wrong with London!”), but for Eurotrash in party mood it’s still just the job for nibbling on sushi, robata and other luxe bites. (There is also a grand Italian dining room to the rear, but it inspires practically no feedback this year).
For 34 years we've been curating reviews of the UK's most notable restaurant. In a typical year, diners submit over 50,000 reviews to create the most authoritative restaurant guide in the UK. Each year, the guide is re-written from scratch based on this survey (although for the 2021 edition, reviews are little changed from 2020 as no survey could run for that year).
Have you eaten at Novikov (Asian restaurant)?
50a Berkeley Street, London, W1J 8HA
Restaurant details
Prices
| Availability | 2 courses | 3 courses |  |
 |
 |
|---|---|---|---|---|---|
| Lunch | £29.00 | £32.00 |  |
|
|
Traditional European menu
| Starter | Main | Veggies | Pudding |
|---|---|---|---|
| £34.00 | £38.00 | £9.00 | £16.00 |
| Drinks |
|
|---|---|
| Wine per bottle | £40.00 |
| Filter Coffee | £5.00 |
| Extras |
|
|---|---|
| Service | 15.00% |
50a Berkeley Street, London, W1J 8HA
Opening hours
| Monday | 12 pm‑12 am |
| Tuesday | 12 pm‑12 am |
| Wednesday | 12 pm‑12 am |
| Thursday | 12 pm‑12 am |
| Friday | 12 pm‑12 am |
| Saturday | 12 pm‑12 am |
| Sunday | 12 pm‑12 am |
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