A new NoodleBox location has quietly opened on Richmond Street, marking the franchise’s second attempt to capture London’s noodle-loving crowd. The Asian-inspired fast-casual chain has set up shop in what locals are calling “the end part of the building with the upstairs patio,” though the exact address hasn’t been widely publicized yet.

This Richmond Street location comes after NoodleBox’s first London venture at the intersection of Oxford and Highbury, which has been receiving decidedly mixed reviews from locals. The Oxford location has faced criticism for bland, underseasoned noodles and consistently long wait times due to staffing shortages.

Local residents on Reddit have been particularly vocal about their experiences with the existing location. Several customers have described the noodles as “soft and mushy” while vegetables arrive “basically raw,” with sauces that taste like “chemicals and preservatives.” One patron noted that even when ordering their spicy peanut dish, the sauce bore no resemblance to actual peanut flavour.

The franchise appears to be positioning itself as direct competition to established chains like Wok Box, offering similar Asian-fusion bowls and stir-fries. NoodleBox’s menu features customizable noodle and rice bowls with various protein options and sauce selections, marketed as quick meals with reasonable pricing that could appeal to the late-night crowd.

Despite the challenges faced by their Oxford location, the company has moved forward with this Richmond Street expansion. Industry observers note that the fast-casual Asian food market in London has seen several players come and go, with success often hinging on consistency in food quality and service speed.

The Richmond location’s opening comes at a time when London’s dining scene has been experiencing significant turnover, with several established restaurants closing while new concepts continue to test the market. The location itself has generated curiosity among locals, particularly regarding what business might eventually occupy the upstairs patio space.

Local food enthusiasts are taking a wait-and-see approach, with many expressing hope that the new location will address the quality and service issues that have plagued the Oxford Street establishment. The franchise will need to overcome early negative impressions if it hopes to establish a lasting presence in London’s competitive food service landscape.

NoodleBox joins a growing list of chain restaurants attempting to establish themselves in London’s evolving food scene, where local preferences and competition from established favourites continue to challenge newcomers.