Ethos’ mission statement is to  serve deliciously, innovative meat-free cuisine that appeals to the largest number of people.

Tucked away behind Top Shop, just off Oxford St, Ethos is open seven days a week. Their global menu is stacked with creative choices catering for vegan, gluten-free, dairy-free and refined sugar-free diets. It’s self service and pay by weight!

The setting

Located in Fitzrovia, Ethos is a haven from the hustle and bustle of nearby Oxford St.

The award-winning café interior is light and airy. It’s dotted with stunning silver birch tree trunks which create a fantastic sense of beauty and nature.

There’s also a combination of black and white marble tables, leather benches and classic chairs. As you enter,  you’re greeted with a selection of freshly baked cookies, cakes and meringues. The staff are incredibly helpful and you’re shown to your table as you arrive. The restaurant cleverly contains partitions, so if you’re having a more private meeting you’re safe here too.

The little things that make a difference

The service was super speedy and the waiter was very attentive with lots of knowledge of the menu. There are plenty of vegan options, which can often pose difficulties for breakfast. Ethos are clearly very experimental and ahead of the trend – offering scrambled tofu and seitan on the breakfast menu.  They also offer a range of healthy snacks to go at the till. I particularly love the Emily crisps and the Brave peas which are perfect for snacking on.


The fresh  juice test

We ordered the green detox smoothie which is frozen and the deepest green  in colour. It was packed with pineapple, kale, apple, ginger, spinach, wheatgrass, chlorella, barley grass and spirulina. Although, for me, it tasted heavily of apple and pineapple,  so I’ m not sure I’d reorder it.

What we ate

We visited for breakfast, but it’s worth noting that for lunch there’s a whole selection of vegetarian and vegan salads, noodles, stews and roasted veg.

We ordered the shakshuka – eggs poached in chilli tomato sauce with black pitta. It was absolutely bursting with flavour and packed with spice. Served in a mini casserole pot, the presentation was clearly thought through. We also had the blueberry and coconut yoghurt vegan pancakes which had a similar texture to a sponge cake. It was ideal for breakfast, as it wasn’t overly sweet and the flavour combinations worked really well. To drink,  we ordered a matcha latte which was delicious, not too sweet (as sometimes they can be) and it provided the perfect hit. Finally, we got The Real Kombucha which was refreshing and light in taste. Very delicious.

What we’d go back for…

The menu is so varied that we wanted to try everything!  The food was bursting with flavour and I really enjoyed the natural environment and being surrounded by real tree trunks. I can’t wait to come back for lunch!

The bill

Shakshuka  £7.50
Matcha latte  £4.00
Pancakes  £7.00
Supergreen smoothie  £4.90
Kombucha  £4.50







48 Eastcastle Street,

020 3581 1538
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