Owners of Middle Eastern cult eatery the Lebanese Bakery have joined forces with integrated storytelling agency Plus 1 Communications, in a bid to secure the same following for their UK restaurant.

Originally founded by brothers Sameer and Basam Chamoun in Lebanon two years ago, the Lebanese Bakery quickly secured a dedicated following with their authentic dishes which includes Manousheh and Mouajjanet.

Since opening the doors of their flagship London eatery just a few months ago in Covent Garden, the pair have enjoyed considerable success thanks to their popular menu. They now hope to further capture the attention of the London market with the assistance of Plus 1 Communications, emulating the popularity and success they have enjoyed overseas.

Sameer Chamoun says, “We’re delighted to bring a taste of Lebanon to London with The Lebanese Bakery. We chose to partner with Plus 1 Communications as we are excited to work with them on further developing our post launch campaign across the London market. Their connection with the Middle East and understanding of our culture and traditions further led to our partnership."

Karen Lane, MD of Plus 1 Communications, adds, “With its delicious street food dishes presented in a modern, contemporary atmosphere, the Lebanese Bakery has the potential to become the go-to foodie destination in the capital. We are thrilled to be working with Sameer, Basam and the Lebanese Bakeryteam as they make their mark on the UK food market and bring Lebanese culture to the capital.”

Popular among visitors to the Russell Street restaurant is the traditional flatbread called manousheh, which is made using soft dough and topped with customary Lebanese ingredients including hummus and herbal za’atar. As well as specialising in manousheh, the authentic Lebanese eatery also serves bite-sized bakes mouajjanet, using traditional ingredients sourced directly from Lebanese farmers. All items are freshly prepared in minutes and quickly cooked to perfection in the restaurant’s Arabic basalt rock oven.

For Sameer and Basam, the Lebanese Bakery is the realisation of a lifelong dream to share their culture through cuisine. Although they began their careers as architects, with Sameer working alongside the legendary Zaha Hadid, they decided to pursue their passion for food and celebrate their heritage through The Lebanese Bakery. Backed by QOOT, the brothers have ambitious plans to grow their current offering with the  dishes  now also available for delivery through Deliveroo.