London, UK – August 25, 2025 – A cornerstone of London’s kosher dining scene, Reuben’s Deli and Restaurant, is set to welcome patrons back with a soft launch today, marking a significant comeback after enduring two devastating fires in 2024. Located at the historic 79 Baker Street, the beloved establishment has undergone a substantial £1 million refurbishment, symbolizing resilience and a renewed commitment to serving the city’s vibrant food culture.
A Year of Adversity: The Fires of 2024
Reuben’s Deli, which has been a fixture in London since 1973, faced unprecedented challenges throughout 2024. The first blow came in February with an electrical fire that caused significant damage, forcing an immediate closure. While the team was in the midst of repairs, a second, more destructive blaze struck in August of the same year. This incident, which required the response of approximately 60 firefighters, severely impacted the ground and first floors of the four-story building, shattering windows and leaving the interior blackened. The dual fires not only halted operations but also cast a shadow over the future of this iconic Jewish eatery.
Rebuilding and Reimagining: A £1 Million Restoration
Despite the extensive damage and the emotional toll, the owners, S Group, which operates over a dozen kosher restaurants in London, embarked on an ambitious £1 million restoration project. The extensive renovation aimed to not only repair the structural damage but also to modernize the space while preserving its cherished heritage. Longtime chef Manuel, who has dedicated over 30 years to crafting Reuben’s signature dishes, is returning to lead the kitchen. He will be joined by Executive Chef Hodaya Cohen, formerly of the Ritz-Carlton Herzliya, who is expected to bring a contemporary flair to the menu.
A Blend of Tradition and Innovation on the Menu
The revamped menu promises to honor Reuben’s legacy by retaining fan favorites, including its world-renowned salt beef and pastrami sandwiches, classic rye bread offerings, and comforting chicken soup. Simultaneously, the kitchen will introduce exciting new additions, such as freshly baked bagels and an expanded selection of sandwiches, catering to both loyal patrons and new diners. This approach ensures that the essence of Reuben’s, known for its quality ingredients and hearty portions, remains intact.
Resilience Through Expansion: Reuben’s Café & Bakery
During the extended closure of the main deli, S Group demonstrated remarkable adaptability by launching Reuben’s Café & Bakery at 52 Baker Street in August 2024. This new venture, Central London’s first kosher dairy eatery, quickly garnered popularity, offering bagels, salads, pastries, and a casual dining experience. The success of the café underscored the enduring demand for Reuben’s brand and its ability to thrive even amidst adversity, proving the resilience of London’s kosher food scene.
The Grand Reopening: Welcoming Back London
Today, August 25, 2025, marks the beginning of Reuben’s Deli and Restaurant’s new chapter with a soft launch featuring takeaway services and limited dining at the salt beef bar. The official grand reopening is scheduled for September 8, when the entire renovated premises will be fully operational. The anticipation for this return is palpable within the community, signaling a significant event in London’s culinary news.
Reuben’s Deli’s journey from devastation to rebirth is a testament to its deep roots in London and the dedication of its operators. As it reopens its doors, it not only revives a cherished dining institution but also reaffirms its place as a vital part of the city’s cultural and gastronomic landscape, ready to serve generations to come. The reopening is trending as a major event for food enthusiasts in the city.
