freuds launched Eater’s first expansion outside of the U.S, and hosted not one, but three events across the week.
Eater is the go-to for restaurant news, reviews and food and dining trends. Eater’s new addition offers savvy London diners everything they need to know about the dynamic and ever-evolving restaurant scene.
To celebrate the site’s arrival to London, freuds kicked off the celebrations with a launch party at The Store aimed at influencers, media and clients. With the help of the wonderful team at Proud Robinson, freuds managed everything along the way – from guest lists and client introductions, down to the finer details of cutlery sizes and cushion covers.
The event showcased delicious dishes from some of those featured in Eater’s famous list of 38 essential London restaurants, including Bao, St. John’s, Lyle’s, and Gymkhana. The food was generously washed down with Hop House 13 beer, kindly gifted from Diageo, which definitely helped to create a buzz.
Overall, the evening was a huge success with over 170 attendees including appearances from the elusive Clerkenwell boy, the Hemsley sisters, Laura Jackson and high-profile journalists from The Guardian, Telegraph, ITV, Sky News.
The evening after, freuds hosted a panel debate with Adam Coghlan, Editor of Eater London, and a spread of influential and well-known faces from the food world including; Grace Dent, Gemma Bell, Yotam Ottolenghi and George Reynolds. The panel debate covered a number of topics including the rise of the influencer, the London dining scene and London compared to New York.
Finally, we ended the week with an intimate dinner at the newly opened Red Rooster diner in Shoreditch, hosted by restaurateur Marcus Samuelsson. The event was attended by 30 top food editors, influencers and clients and gave guests the opportunity to learn more about Eater, their plans in the city and opportunities to work together in the future.