London Dining Icon Considers Influencer Ban at Notting Hill Restaurant
Jeremy King, the celebrated figure behind some of London's most iconic dining establishments including The Ivy and Le Caprice, has issued a tongue-in-cheek warning that his new glamorous Notting Hill restaurant may be forced to ban influencers. The hospitality veteran revealed that The Park has become unexpectedly overrun by social media content creators, often accompanied by camera crews, makeup artists, and even vanity mirrors, causing disruption to other customers.
A Light-Hearted Yet Serious Warning
In a recent newsletter to patrons, King half-jokingly apologised to customers who have been disturbed by TikTokers and other digital creators. "In recent weeks, The Park has been subject to unexpected visits by camera-wielding influencers," the statement began. "This has taken us completely by surprise, probably because we do not spend a lick of time on TikTok."
The restaurant acknowledged that some digitally-oriented team members had informed them that The Park and its restrooms were trending on social media platforms. While maintaining their characteristic humour, the establishment made clear they were taking the matter seriously, having already addressed their "over-flattering lighting and stylish interior design" with appropriate parties.
Protocols Implemented Amid Growing Concerns
The Park has implemented protocols to minimise disruption to diners' meals, assuring customers they won't end up in the background of anyone's social media content. However, King delivered a clear warning: "We are not quite ready to declare The Park a mobile-free zone, but if another young lady shows up with a three-person camera crew, makeup artist and vanity mirror, we'll have no choice but to reconsider our position."
This situation reflects a broader global challenge facing the hospitality industry as restaurants worldwide grapple with the disruptive influence of social media content creators. From Brooklyn to Paris, establishments have reported similar issues with influencers overstaying their welcome with minimal purchases, demanding free meals in exchange for posts, and creating general chaos for other patrons.
A Global Phenomenon Affecting Restaurants
Industry experts confirm the problem has reached epidemic proportions. A 2022 survey by marketing agency MGH revealed that 30 percent of TikTok users travel longer distances than normal to visit restaurants they've seen on the platform, while over one-third choose dining spots based solely on videos they've watched.
King's potential crackdown represents the latest chapter in one of hospitality's most remarkable comeback stories. The 71-year-old restaurateur, known as the 'gentleman giant' of London's fine-dining scene, was dramatically ousted from Corbin & King in April 2022 after a bitter boardroom battle. His triumphant return has included the opening of Arlington in March 2024 and The Park in June that year.
The Park's Distinctive Offerings
The Park represents several firsts for King's illustrious career. Spanning 8,600 square feet with 150 covers and spectacular views over Hyde Park, it's his first contemporary restaurant in a new building and his inaugural venture focused on American cuisine. Described as a 'New World Grand Café', the establishment features mid-century Manhattan design with warm limba wood panelling and 30 corner booths upholstered in sunset orange leather.
The menu draws inspiration from Californian-Italian cuisine that emerged in the 1970s and 80s, with dishes ranging from £34.75 crab linguini to £27.50 chicken Milanese. The restaurant also boasts an exclusively Italian-American wine list featuring bottles from California, Oregon and Washington State.
Despite the current influencer challenges, The Park has already attracted numerous celebrities since its opening, including Geri Halliwell-Horner and Lily Allen, continuing King's tradition of creating dining destinations favoured by high-profile clientele.
