Supermarket of Dreams

$$$ is the useful starting point: in London, Supermarket of Dreams makes sense when the brief is more specific than a standard restaurant choice. It is a Japanese izakaya with a daytime gourmet-shop identity and a nighttime izakaya feel, best understood as a bright, design-forward venue. The price signal matters because the appeal is not just sitting down to eat; it is choosing a place where the setting, the lively sushi-counter atmosphere, the shop-like character are all part of the experience.

The room’s appeal is the energy: spot-lit displays, a neon sign, a lively sushi-counter atmosphere, with the feel of a polished food shop that shifts into Japanese izakaya dining. If the plan needs a very formal setting, this may not be the right target, because the mood is more animated and visually playful than hushed. If the plan is to try a Japanese izakaya meal in a modern, trendy, whimsical space, it earns its place.

A gourmet-shop-by-day, izakaya-by-night format for curious eaters

The strongest case for going is the format. The venue shifts from a daytime gourmet shop to a nighttime Japanese izakaya, with made-to-order sushi, a tuna tasting menu, pork belly chashu ramen among the signature draws. That combination helps explain the premium feel because the experience is tied to both the shop-style setting and the izakaya atmosphere. It is the kind of setup where the identity of the room does real work, giving the meal a sense of discovery beyond a straightforward menu read.

Menu direction includes made-to-order sushi, a tuna tasting menu, pork belly chashu ramen. That does not make it a formal fine-dining proposition, but it does explain why the venue works best as more than a simple casual stop. Spend here when the appeal is personality, design, a lively room, not when the goal is maximum volume for the money. The better expectation is a Japanese izakaya outing with visual polish and a clear point of view.

Setting supports a flexible London outing. The hours run 7 AM–7 PM daily, the style is upscale casual, so the practical plan is to treat it as a polished, design-forward stop rather than a late-night venue. That makes timing important: it suits plans built around the venue’s daytime-to-evening rhythm, not a dinner that stretches deep into the night.

Who should visit, who should skip it

Go if you are specifically drawn to Japanese izakaya food, made-to-order sushi, a tuna tasting menu, pork belly chashu ramen, a playful gourmet-shop-meets-izakaya setting. The bright, modern, hidden-gem feel is part of the value, so it is best for diners who care about atmosphere as much as the dish list. It also works when the group wants something a little more characterful than a neutral restaurant room, without shifting into a fully formal occasion.

Skip it if you want a traditional dining room, a late closing time, or a setting built around formality. Dress can stay upscale casual, in line with the venue’s design-forward character. In other words, choose it for energy, design, a Japanese izakaya angle; avoid it when the brief is quiet, classic, or ceremony-heavy.

For wider London planning, use Our full London restaurants guide, or branch out by category with Our full London hotels guide, Our full London bars guide, Our full London wineries guide, and Our full London experiences guide. For other UK restaurant ideas, look to other London dining rooms depending on whether you want a more traditional restaurant setting or another premium food-focused stop.