Following the successful launch of its debut UK restaurant in Soho, Hg – known internationally as Honest Greens – will open its second London site in Victoria on Wednesday November 25th, marking the next step in the brand’s ambitious UK expansion with Hg’s distinctive approach to healthy, flavour-packed food served fast.
Hg Victoria will be located at Unit 1, Belvedere North, 123 Buckingham Palace Road, London SW1W 9SH, the new restaurant spans 630m² across one large floor and offers seating for 200 guests. Positioned moments from Victoria Station, it’s a perfect location for commuters, office workers and local residents for all-day dining, from breakfast through to dinner.
The opening builds on the strong early momentum of Hg’s UK debut in Soho in December last year, where the brand introduced Londoners to its distinctive fast-casual dining. Centred on open-fire, charcoal-grilled proteins, such as piri piri chicken and flat iron steak, the menu is rooted in Mediterranean cooking, with wholefoods, seeds, and responsibly sourced ingredients. At its heart is the belief that healthy eating should be accessible rather than aspirational.
The Honest Greens group was born in 2017, when three friends who had bonded over their love of food and travel, Benjamin, Rasmus and Christopher, realised that they were unable to find what they really wanted to eat. This was non-artificial, ethically sourced, healthy food that was uncompromising when it came to flavour, made with produce that came from suppliers and specialist makers who cared about food as much as they did.
They decided to create a restaurant with chefs fire cooking bold plates in open kitchens, using only the most delicious, seasonal produce, and only ever olive oil for their cooking and in their sauces, and they quickly became one of Spain’s favourite casual dining spots.
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Since then, Honest Greens has grown rapidly to 43 restaurants across seven cities in Spain and Portugal – Barcelona, Madrid, Valencia, Alicante, Lisbon, Cascais and Porto. The group is also opening its first Paris site next week, underlining its continued international expansion.
Honest Greens proposition continues to challenge traditional perceptions of healthy eating, removing the divide between convenience and quality. Every dish is prepared fresh in-house daily using minimally processed ingredients, olive oil, fresh herbs, quality proteins and vegetables, with no refined sugars, gluten, additives or preservatives – proving that nutritious food can be both exciting and genuinely satisfying.
The Victoria opening forms part of Honest Greens’ broader long-term vision for London, with further sites already in planning.