We get asked so many questions on food dilemmas, kitchen equipment and seasonality (amongst other things), that we created a column for them 'Ask Ottolenghi' to address as many as possible. But there's one question that always stands out - what's the difference between NOPI and ROVI and which one should we visit?
Both of our London-based restaurants, Rovi and Nopi, are departures from Ottolenghi’s original delis. Yet, each is dedicated to creating exceptional dining experiences and making guests smile through food. While both move beyond the heaping bowls of glossy salads, they each offer a unique character and story. Here’s a closer look to help you decide.
NOPI
Let’s start with Nopi—our first 'grown-up' restaurant. Since opening in 2011, Nopi has taken Ottolenghi’s vibrant delis into an all-day dining experience with a more daring menu and faster pace. It’s where our pantry expanded: pomegranate seeds meet pandan leaves, sumac meets star anise, and molasses meets miso.
Nestled in the heart of London’s West End, just off Regents Street, Nopi offers a light, airy, and polished space. Designed by Alex Meitlis, the restaurant features striking white marble and gold accents, blending playful textures with sleek sophistication. Nopi is divided into two distinct levels: upstairs, a more formal dining room with intimate tables for two; downstairs, two large, communal dining tables that overlook the kitchen, perfect for large parties and celebrations.
While Nopi’s menu has evolved over the years, a few classics remain—like the Valdeon cheesecake, a savoury main dish featuring bold Spanish blue cheese. Don’t be surprised if you find golden crust stuck to the bottom of your brass pan; grab a spoon and scrape it up—it’s the best part.
Nopi’s menu also carries the imprints of every chef who has passed through its kitchen. At the moment, it’s in the hands of Head Chef Elaine Goad, who blends her Filipino heritage with the spice, fire, and joy of Ottolenghi. She’s introduced a fresh wave of Southeast Asian flavours, leaving her mark on Nopi’s menu. Goad has been with Ottolenghi for over a decade, playing a key role in opening new locations, building kitchen teams, and teaching the Ottolenghi way.
Nopi offers a more sophisticated twist on Ottolenghi’s deli-style cooking. It blends bold flavours with a polished, airy and elegant setting. Under Elaine, the restaurant seamlessly fuses Southeast Asian influences with the spice and warmth of Ottolenghi.
Rovi celebrates vegetables, with a fresh focus on fermentation and live-fire cooking. But it’s not just about vegetables; it’s about where they come from.
Rovi partners with small-batch suppliers and farmers who put their heart and soul into what they grow. Much of the produce is sourced from Rovi’s own kitchen garden at Wolves Lane in North London, overseen by Head Grower Max. This community garden thrives on a spirit of collaboration, always welcoming volunteers. Rovi’s commitment to sustainability earned them the Green Circle award from the 360° Eat Guide, a testament to their dedication to eco-friendly dining.
It’s all about live-fire cooking. The wood-fired grill fills the space with the soundtrack of crackling embers and imparts each dish with a subtle smokey flavour. Designer Alex Meitlis envisioned Rovi to complement this focus on fire: warm, natural materials, and subtle pops of colour. Unlike Nopi’s sleek sophistication, Rovi offers a more grounded experience—rooted in fire, natural elements, and a bold approach to vegetables.
Rovi’s shelves are always stocked with homemade pickles, preserves, and ferments. They’ve always experimented with live cultures to bring new and unusual flavours to their menus. Although the menu varies with what vegetables are available, the Celeriac Shawarma remains a constant. It embodies Rovi's spirit: a vegetarian kebab featuring grilled celeriac, bkeila (a Tunisian spinach condiment), fermented celeriac, and a spicy tomato dipping sauce. Celeriac is the star, backed up by fire and fermentation.
The bar, with its seasonal cocktails and low-intervention wine list sourced from around the world, complements the menu perfectly. When the weather is on your side, the terrace is an ideal spot to relax with a glass of something special.
Rovi’s dining experience is grounded in the joys of cooking over fire and an unwavering focus on vegetables. Just minutes from Oxford Circus and Tottenham Court Road, it’s the perfect spot for catching up with friends or enjoying a leisurely business lunch over their cookbook-inspired set lunch menus.
Nopi offers a sophisticated twist on Ottolenghi’s vibrant cuisine, with a polished setting and a global palette. Rovi is all about the elemental joy of fire and the bold flavours of vegetables, grounded in sustainability.
Really, it’s up to you.
