There's no getting over the Counter lunch offer from Naroon

Authentic Persian food at Counter by Naroon

Founded by cousins Reza and Mo Malekzadeh six years ago, Naroon has since enjoyed a reputation in Fitzrovia as the place to go for protein-rich, Persian-inspired cuisine. Now, with another west end branch under their belts, the cousins have extended their offer to include Counter, a more casual café spot with a tantalising range of takeaway lunch and brunch options such as rice bowls and wraps.

Accessible, delicious, and full of feel-good ingredients, Counter captures the spirit of Persian life, where meals are a time to celebrate, connect, and nourish, bringing the flavours of Iran into the everyday, designed for people on the move. The lunch menu is intentionally simple, perfect for a midday refuel. Guests can choose from wraps and rice bowls, filled with options such as chicken, falafel, or fresh vegetables. Counter’s customisable bowls are designed for flexibility and are just as suited to enjoying on-site as they are for a picnic, or quick lunch at the office. 

Come the weekend, Counter becomes the city's most unexpected brunch destination, offering a Persian spread that is unlike anything else in London, including:

• Pancake Kooie Kaka – Traditional Persian pancakes served with pumpkin, walnuts, honey, yoghurt and pomegranates.

• Khagineh – Sweet traditional Persian omelette with pistachio, cardamom and rose, served with sangak bread

• Sois Bandari - Roasted spicy sausage, new potatoes and grilled onions mixed with a tomato purée

• Naroon Full Breakfast – Lamb sausage, turkey bacon, za'atar-infused mushrooms, beans, grilled tomato and a choice of egg with sourdough

Coffee, chai and Persian tea perfectly accompany meals, alongside a menu of brunch cocktails and traditional Persian drinks, including cordials made from fruits and flower petals and Doogh, a traditional yoghurt drink with mint for a full brunch experience.

Founder, Reza, adds, “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.” 

Rich aromas and layers of flavour make every meal at Counter feel special, proof that a lunch break, or even brunch, can be the highlight of your day. Showcasing Persian food at its best, Counter brings vibrant, flavour-rich casual dining to the heart of Fitzrovia.

Breakfast: 11.30am daily

Brunch: Saturday & Sunday 9.30am to 4pm.

www.naroon.co.uk/counter

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