While I can most definitely see why this spot is popular, from a food taste standpoint I didn't…read morethink it was spectacular. In terms of service and atmosphere, both I will endorse as excellent. It's like a small coffee shop vibe with servers who are attentive to customer needs. I am giving this place a 4 primarily because of the food.
Some highlights of the food include: The presentation is very well done! Whether the eggs were fried or poached, there was some type of red vegetables placed on top of the eggs that made it look pretty, along with pomegranate seeds on top of the smashed avocado, and so on. The toast was tasty, along with the sausages, bacon, hashbrown, and tomatoes. The waffle in general was tasty, albeit not a difficult dish to make since it's vanilla yogurt and honey.
In terms of where improvement can be used, the eggs, whether poached or fried, were overcooked and didn't really have runny yolk, which could be a one off this time, but the yolk color was darker than usual, which might suggest some level of overcooking as well. The mushroom had a weird taste that I couldn't comprehend. And finally, the added smoked salmon pieces felt like they could belong to the original dishes in the first place. They tasted good, but I have definitely purchased straight up smoked salmon pieces from Costco and they tasted just like the one served on my plate. Paying £4 more, I would expect something more than what I have described above.
With all that said, would I recommend this spot? That is still a definite yes. The food was still great! Just didn't live up to the amount of hype I have heard about. It is close to the British Museum as well, so one can easily visit the museum right after such.