JOE’S

Maria Elia emerges as chef of new JOE’S Draycott Avenue, May 2011.


Formerly known as JOE’S CAFÉ, the JOSEPH owned restaurant JOE’S on Draycott Avenue announces the arrival of chef Maria Elia. JOE’S is a personal project, initiated and directed by JOSEPH CEO Sara Ferrero. Sara sought out Maria Elia and determined the design for a new look JOE’S with comfortable, red leather chairs, a background palate of mocha and brown marble, striking black and white portraits and a dramatic wall of wine on lovingly restored, reclaimed oak shelves.

Open throughout the day from breakfast through to dinner*, anyone expecting the familiar dishes of the former kitchen brigade will be taken aback, for Maria is very much her own chef and has turned the menu on its head. Her concise and eclectic cooking has flavour at its heart and an underpinning of sustainability. A meal courtesy of Maria is light and yet nurturing, at times intriguing, at others comforting.

Despite its first class location, the prices are indisputably down-to-earth with starters comfortably below £10, all main courses under £20 and a ‘small desserts’ menu with an average price of £3.50 a plate. With anticipated menu changes occurring fortnightly, JOE’S opens with the likes of Pigeon, orange lentils, bitter leaves, pistachio aioli (£8.50) and Sea bream, broccoli couscous, pine nuts, sultanas (£15.95). The lunchtime set menu (2 courses £15, 3 courses £17) changes daily.

Although her official title is executive chef, Maria will not conduct from afar. In the kitchen at least three days per week, she’s the type of passionate, energetic chef who writes books, appears on TV, but most importantly cooks. From the age of four, Maria knew that she wanted to be a chef.

Through travelling, Maria has become practiced in many food cultures. She spent time cooking at the legendary EL BULLI and ARZAK restaurants in Spain, experiences which were to prove invaluable in her first head chef role at London’s DELFINA restaurant. Prior to taking charge of the South Kensingtonkitchen of JOE’S, Maria opened the WHITECHAPEL GALLERY DINING ROOM where she gained rave reviews and two AA rosettes.

A whirlwind of ideas, Maria has always enjoyed playing with people’s palates. These days however she has left molecular cuisine behind and with the use of a flavour-obsessed imagination creates menus comprising of deceptively simple, multi-layered dishes.

Whilst preparing for the launch of JOE’S, Maria has been dotting the i’s and crossing the t’s on the manuscript of her second book – Create with Flavour – to be published by Kyle Books in September 2011.

For further information, please contact:

Sarah Canet

+44 20 7610 9821

Sarah@spoon-pr.com

* See opening hours below

JOE’S FACTS

ADDRESS: 126 Draycott Avenue,London, SW3.

TELEPHONE: 020 7225 2217

WEBSITE: http://www.joseph.co.uk

NUMBER OF COVERS: 70

OPENING TIMES:

Monday – 9am – 5.30pm

Tuesday to Saturday – 9am to 11pm

Sunday – 10am to 5.30pm

About JOSEPH

For over three decades JOSEPH has been at the forefront of fashion offering an authoritative view of the season’s trends embodied in the JOSEPH collection and reinforced with a select presentation from the key international designers.

The first JOSEPH store opened on the legendary King’s Road in the Sixties. Its first Parisstore was opened in 1978 on Rue Bonaparte and a decade later New York witnessed the opening of JOSEPH on Madison Avenue. With stores across Europe, Asia and the US and an ever expanding network of concessions in the finest department stores around the world, JOSEPH is a truly international brand.

JOSEPH also has restaurants in its Westbourne Grove and Sloane Streetstores in London, and at the United Arab Emiratesstore in Dubai.

Founded by legendary Casablanca-born Joseph Ettedgui, JOSEPH is now headed up by CEO Sara Ferrero.

By Joakim Blokstrom

Advertisements
This entry was posted in JOE'S, Spoon Blog 2011. Bookmark the permalink.

One Response to JOE’S

  1. Pingback: Joe’s Draycott Avenue | Lady loves Cake

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s