Persian quick-service concept Counter by Naroon launches in Fitzrovia

Counter by Naroon, a casual Persian eatery from the founders of Naroon restaurants in Marylebone and Fitzrovia, has opened at 63 Great Titchfield Street in Fitzrovia, serving speedy breakfast, lunch and weekend brunch to office workers and visitors in the area. The venue, launched by cousins Reza and Mo Malekzadeh, aims to offer Iranian cuisine in a quicker, more accessible format than its sister restaurants, without requiring reservations.

The new site is open from 8.30am to 4.30pm Monday to Friday, and 9.30am to 4.30pm at weekends, with breakfast served until 11.30am, then lunch till 4pm. On Saturdays and Sundays there’s a dedicated Persian brunch menu.

The lunch offering is built around customisable wraps and rice bowls, with fillings including chicken, falafel and fresh vegetables. The dishes incorporate Persian spices such as turmeric, saffron and cardamom, and are positioned as macro-friendly options aimed at health-conscious customers in the area. According to the team, the bowls are already drawing regular weekday lunchtime queues.

The weekend brunch menu presents several traditional Iranian dishes that are rarely seen in a London brunch, such as Pancake Kooie Kaka (a pancake served with pumpkin, walnuts, honey, yoghurt and pomegranate), Khagineh (a sweet omelette with pistachio, cardamom and rose, served with sangak bread) and Sois Bandari (made with roasted spicy sausage, new potatoes and grilled onions in a tomato purée). A Naroon Full Breakfast is also available, comprising lamb sausage, turkey bacon, za’atar-infused mushrooms, beans, grilled tomato, sourdough and a choice of egg.

On the drinks list there’s coffee, chai and Persian tea, as well as brunch cocktails, traditional Persian cordials made from fruits and flower petals, and Doogh, a yoghurt-based drink with mint.

Naroon was originally founded by the Malekzadeh cousins as a sit-down restaurant concept, with two locations the heart of town. Counter represents the group’s first move into the quick-service market. Commenting on the launch, co-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.”

Food Desk

Counter by Naroon is open now at 63 Great Titchfield Street, London W1W 7PR. For further information, visit the brand’s website here.