Mother Mash, an updated version of London's East End pie-and-mash shops, will make its debut in Soho in early September.
The 40-seat restaurant will open in a 785sq ft unit in Ganton Street, serving freshly prepared mashed potato dishes with British gourmet sausages and traditional home-made pies.
Mother Mash's founder, catering newcomer Ewan Ferguson, has hired Chris Kemper, formerly with Yo! Sushi, to head operations.
Ferguson decided to open his first outlet near Carnaby Street because of the similarities the area shares with the concept. "Carnaby is a British icon that fits well with what we want to do, taking an old idea and bringing it up to date," he said.
Ferguson plans to open as many as five Mother Mash restaurants in London over the next six years. He is looking for larger units of about 1,500sq ft that can hold 50-60 seats.
Davis Coffer Lyons handled the sale.