Savouring variety: Why London’s markets beat traditional dining

14^th October 2024

The editorial unit

The editorial unit

14 October 2024

London was recently voted as the eighth most expensive city in the world to live in by Mercer. Mercer holds the title of the largest consulting firm in the field of human resources globally and is normally the authoritative voice on this subject.

By factoring in the cost of housing, living expenses, transportation costs, income levels, and inflation rates, the New York-based firm is well-positioned to deliver an accurate verdict on how much disposable income is available in the Big Smoke. 

While these findings won’t necessarily surprise most Londoners whose pounds don’t stretch as far as they once used to, it confirms a long-held belief among savvy residents: you have to keep an eye out for value. 

Offers

Of course, most industries are in touch with their consumers, which is why we’re seeing some go above and beyond to provide value and make living in London more affordable.

For instance, supermarkets like Tesco and Sainsbury offer a Clubcard and Nectar Card that reward customers with discounts and exclusive deals. Similarly, airlines often provide bonus initiatives like British Airways’ Avios programme and Emirates’ Skywards scheme, which can be redeemed for flights or upgrades in time to take the family on a summer Mediterranean break. 

Additionally, in the online gaming sector, platforms often attract new players with an eye-catching casino welcome bonus like 888 and Fafabet’s offer of up to £200 in bonuses when signing up. 

While these are all examples of impressive promotions, the wider point is that these initiatives create competitive advantages and enhance customer satisfaction.

However, not all industries are keeping pace with evolving consumer expectations and budgets. This trend is particularly evident in the dining scene in London where many pubs in the capital are increasingly falling short of providing value.

At least, how often have you left a pub after spending £100, only to conclude that you could have prepared a more enjoyable meal at home? From frozen freezer chips to wilted lettuce, grubby wine glasses, and dissatisfied staff, the unavoidable reality is that money is too hard-earned to spend in an establishment that often doesn’t meet you halfway — nevermind exceed expectations. 

The good news is that there is a solution to the recently coined term ‘restaurant remorse’ and that lies in the diverse markets of London.

Whether you stroll through Borough Market in Southwark, Berwick Street Market off Oxford Street, or Maltby Street Market beneath London Bridge, you’ll discover value, service, and tastes reminiscent of a bygone era. 

Here’s why these markets provide a far better alternative to traditional dining. 

Fresh 

Most offerings at these markets are prepared on the day, ensuring you receive the freshest produce that is lovingly crafted. The reason for this is that these traders source their food depending on the season. 

So let’s say you took a trip to Borough Market in autumn. You’d find a variety of ingredients like pumpkins, chestnuts, quince, root vegetables such as parsnips and carrots, wild mushrooms, figs, pheasant, venison, game birds, and aged cheeses. These would all be ready for skilled vendors to create hearty dishes perfect for crisp autumn days on the spot. 

Now, compare this seasonal produce with the mass-produced chicken fillets pulled from a pub’s freezer — there’s simply no contest. Best of all, you’re often paying less than £10 for a generous takeaway box from these market stalls.

Passion 

One of the challenges with traditional dining establishments is that staff often seem disengaged, which can negatively impact the service. In contrast, when you speak with a market vendor, you’ll likely find someone who is deeply invested in what they’re offering, proud of their products, and eager to share their knowledge.

Essentially, everyone wants to feel appreciated, especially when they’re spending money, and there is no better place to experience this than at a market after buying from someone who knows the value of repeat business. 

Variety is the spice of life

Markets present a world of options, featuring everything from rich artisan chocolates to zesty homemade kimchi. With freshly shucked oysters and vibrant heirloom tomatoes bursting with flavour, markets offer a culinary journey catering to every palate and mood.

While there are still pubs and restaurants around the capital that are happy to move heaven and earth for you during your visit, they are very much the exception and not the norm. The abundance of markets in the city are waiting to fill the void and give you a culinary experience that ensures you get an explosion of tastes and crucially, also some change for the pleasure of doing so.

The editorial unit