London’s thriving food scene has welcomed a fresh new concept with the launch of Counter by Naroon, a casual dining destination bringing authentic Persian flavours to the heart of Fitzrovia.
Created by the team behind Naroon, the new venue offers quick, nutritious meals inspired by Iranian cuisine, alongside a unique Persian brunch menu that is quickly establishing itself as one of London’s most distinctive weekend dining experiences.
A New Way to Experience Persian Cuisine
Founded by cousins Reza and Mo Malekzadeh, Naroon has built a reputation through its Fitzrovia and Marylebone restaurants for introducing diners to the rich flavours and traditions of Persian cooking.
With Counter by Naroon, the founders have created a more accessible, fast-casual concept designed for busy Londoners seeking flavour-packed meals without the need for reservations.
Located in Fitzrovia, the venue focuses on fresh ingredients, bold spices and flexible dining options, whether customers are grabbing lunch on the go, eating at their desks or enjoying a relaxed weekend brunch.
Founder Reza Malekzadeh said:
“Counter is our way to bring Persian food into everyday London life. We believe the flavours of our upbringing deserve to be on every high street.”
Protein-Packed Lunch Bowls and Wraps
One of the biggest attractions at Counter by Naroon is its range of customisable rice bowls and wraps, which have already become a popular lunchtime choice among Fitzrovia workers.
Guests can build meals around a selection of fillings including chicken, falafel and fresh vegetables, creating balanced dishes that are both satisfying and macro-friendly.
Unlike many standard takeaway lunches, Counter’s bowls are infused with classic Persian ingredients and spices, including turmeric, saffron and cardamom, delivering layers of flavour in every bite.
Lunch is served daily from 11:30am until 4pm.
A Persian Brunch Unlike Anywhere Else in London
While brunch menus across London often follow familiar formulas, Counter by Naroon is taking a different approach by showcasing traditional Persian dishes alongside popular breakfast favourites.
Weekend visitors can enjoy a range of authentic offerings, including:
Pancake Kooie Kaka
Traditional Persian pancakes served with pumpkin, walnuts, honey, yoghurt and pomegranate.
Khagineh
A sweet Persian-style omelette flavoured with pistachio, cardamom and rose, served with sangak bread.
Sois Bandari
A hearty dish featuring roasted spicy sausage, new potatoes and grilled onions combined with rich tomato purée.
Naroon Full Breakfast
A Persian-inspired take on the classic full breakfast, featuring lamb sausage, turkey bacon, za’atar mushrooms, beans, grilled tomato and eggs served with sourdough.
Alongside these dishes, guests can also enjoy more familiar brunch favourites.
Traditional Persian Drinks and Brunch Cocktails
Complementing the food menu is a carefully curated drinks selection featuring speciality coffee, chai and traditional Persian tea.
Guests can also sample authentic Persian beverages, including fruit and floral cordials, as well as Doogh, a refreshing yoghurt-based drink flavoured with mint that remains a staple across Iran.
For those looking to elevate their weekend dining experience, a selection of brunch cocktails is also available.
Breakfast is served daily until 11:30am, while brunch is available every Saturday and Sunday from 9:30am until 4pm.
Bringing Persian Food to Everyday London Life
Counter by Naroon represents a growing trend towards globally inspired casual dining that doesn’t compromise on authenticity.
By combining grab-and-go convenience with traditional recipes and fresh ingredients, the concept offers a modern introduction to Persian cuisine while remaining rooted in the hospitality and communal dining culture that defines Iranian food.
With queues already forming during weekday lunch services, Counter by Naroon is quickly becoming one of Fitzrovia’s most talked-about new food destinations.
For more information, visit Counter by Naroon Official Website or follow @counterbynaroon on Instagram.
