The brand has opened more than 10 restaurants over 10 years.
I'm sitting in Novikov Restaurant & Bar overlooking the kitchen, and a lobster has just fallen from the counter. As it crawls down the hall, a waiter scoops it up with a smile. Welcome to the Asian-meets-Italian restaurant, which was created by a Russian restaurateur. The Novikov brand's flagship restaurant is in upmarket Mayfair in the heart of London, a city famous for its multiculturalism. It offers fine dining, fusion, and, of course, fresh food.
Novikov Group was established in 1991 and has almost 100 successful concepts under its belt and more than 300 restaurants. In 2011, the Russian entrepreneur Arkady Novikov opened the flagship Novikov in the UK capital. Now, it can be found across the world in AlUla, Baku, Bodrum, Dubai, Istanbul, Jeddah, Miami, Moscow, Muscat, and Porto Cervo, with a new opening in Abu Dhabi on the way.
If you want to see where the Novikov culinary craze started, then head to the Mayfair venue. The original restaurant boasts a timeless design and décor across its dining rooms and lounge bar. We sat on the first floor with its dim lighting, dark wooden tables, fancy floral arrangements and floor to ceiling windows next to that kitchen.
Novikov has always been a celebrity favourite. The restaurant has proven popular with singers and sports stars including Antony Joshua, Cristiano Ronaldo, Drake and Justin Bieber. Rumour has it, even the Russian President Vladmir Putin is a fan of the group's restaurants. We visited for lunch on a weekday, and it was already packed with personalities. The well-dressed crowd ranged from friends and families to business meetings.
The problem with Novikov is that you have too much choice. With different dining influences, we don't blame you for suffering from food indecision. The Asian menu spans appetisers, sashimi, new-style sashimi, sushi, salads, small dishes, sushi rolls, dim sum, duck, king crab leg, robata, teppanyaki, wok, vegetables, rice and noodles, rice hot pots, soup, and desserts. Ask the knowledgeable staff for tips, as they are more than happy to help.
The menu is superb for sharing. The Yellowtail Coriander starter was expertly sliced to soak up the flavours. The Scallop Gyoza is a morish marvel with a hint of chilli. The dim sum menu offers premium produce, from Black Cod Dumplings to King Crab Dumplings. If you'd like to get the Greatest Dim Sum Hits, order the Dim Sum Chef's Selection. We lifted the lid, wafted away the smoke and found five flavoursome pieces. Plus, the Salmon Teriyaki comes with fresh slices of lemon and lime, and is oh-so-soft.
The dessert menu is just as long and boasts 13 options. The Insta-worthy dessert is the Oops! Side Down with ice cream, a charcoal cone, and a deconstructed presentation. We opted for the Valrhona Milk Chocolate Fondant, which was a sweet end to the meal. After giving it the slightest of taps, the warm cake oozed out chocolate and was paired perfectly with vanilla ice cream.
Novikov Restaurant & Bar prides itself on its drink's menu, extensive wine list and pairings. The signature cocktails also offer international influences including the Saketini with Junmai Sake, Solero with Bombay Sapphire Gin, and Rav-Ananas with Bacardi White Rum. Plus, the mocktails include fresh flavours, from the Cherry Burst with cherry, lemon and pomegranate, to Coco Loco with coconut, ginger beer, lime and mint.
Novikov Restaurant & Bar has opened more than 10 venues over 10 years. It has survived everything, from COVID-19 to anti-Russian sentiments. It's a name synonymous with luxury and London, and the company – as well as the crowds – show no signs of slowing down.
GO: Visit www.novikovrestaurant.co.uk for more information.