BAO, the Taiwanese-inspired restaurant group founded by Erchen Chang and Shing Tat Chung, has confirmed it will open its seventh London site on Charlotte Street in Fitzrovia this May, continuing the brand's steady expansion across the capital.
The new restaurant will occupy a 3,200 sq ft ground-floor space on the corner of Charlotte Street and Goodge Street, seating 65 covers with an additional 18-seat bar counter running the length of the open kitchen. The group confirmed that the Fitzrovia site will introduce a dedicated breakfast and brunch service — a first for BAO — running Tuesday to Sunday from 9am, alongside its established all-day menu.
The breakfast offering is expected to feature steamed milk buns with egg and fried shallots, alongside congee, dan bing, and tea eggs. The lunchtime and evening menu will follow the classic BAO format: the group's signature soft Taiwanese bao, small plates of braised meats and pickles, and its widely praised soft-serve ice cream.
A considered pace
Since opening its original Netil Market pop-up in 2013 and its first permanent site on Lexington Street in Soho in 2015, BAO has grown deliberately rather than rapidly. Each of its London restaurants has developed a distinct character — the neon-lit Windmill Street site, the counter-only format at BAO Borough, the late-night energy of BAO Noodle Shop in Shoreditch. Fitzrovia continues that pattern.
"Charlotte Street has a particular energy that suits us," Erchen Chang told The Mise. "It's a neighbourhood where people linger. We wanted somewhere that works just as well for a solo breakfast as it does for a long Saturday evening. The kitchen design makes both possible."
The group declined to confirm whether a drinks licence had been secured, but sources close to the project suggest a small natural wine and Taiwanese spirits list is planned for the afternoon and evening service.
Staffing and training
BAO has begun recruitment for the Fitzrovia site, with approximately 35 full and part-time roles to be filled ahead of the May opening. The group is known for its internal promotion culture — several of its current managers began as front-of-house team members in its earlier sites.
The Fitzrovia opening follows BAO's recent announcement that it was stepping back from third-party delivery platforms, citing quality control concerns and the structural impact of commission rates on restaurant margins. The decision, confirmed in February, drew significant attention across the industry and prompted wider debate about the long-term sustainability of delivery economics for independent operators.