Chef Tom Sellers is to open a gourmet chip shop pop-up in London's Covent Garden, in partnership with Krug Champagne.
This July, Maison Krug is launching a gourmet chip shop, Krug & Chips, in collaboration with Michelin starred chef Tom Sellers. Following the fantastic success of Krug Kreperie and Krug Krustacean, Krug is transforming the traditional British favourite, the “chippy”, and elevating it to an unforgettable rough luxury culinary experience for consumers to enjoy.
Both extraordinary visionaries who seek craftsmanship and adventure while providing unparalleled quality, Krug has collaborated with Tom Sellers, founder of the successful and innovative Restaurant Story in London. Every year Krug chooses a raw and unexpected ingredient to explore and 2015 is the year of the potato, which Tom Sellers creatively brings to life through culinary offerings such as ‘Fish in Chips’, a potato ravioli with fish in tartar sauce, and Fried monkfish cheeks with sweet curry.
Tom’s approach to food, ‘Narrative Gastronomy’, focuses on telling a story through the dishes he serves, similar to Krug’s dedication to reveal its rich heritage and the unique story of each bottle through the Krug ID, a six-digit code printed on the back label of every bottle of Krug Champagne. Thanks to the Krug App, you can now scan the Krug ID and get direct access to each bottle’s story!
Krug & Chips will open in the East Piazza, Covent Garden from July 8th to July 12th in British chip-shop themed dining pods. Guests will be offered one of Tom’s chip-inspired dishes with the perfect complement of Krug Grande Cuvee, enhancing Krug’s longstanding relationship with artisanal excellence and fine dining.
The pop-up follows on from similar events in the past, such as Pierre Koffmann's one-week Kreperie in December 2013, which served a crèpe and a glass of Krug Grande Cuvée Champagne for £35.