The World’s First Cheese Conveyor Belt Restaurant Is What Cheesy Dreams Are Made Of
The world’s first cheese conveyor belt restaurant, Pick & Cheese, flaunts a mobile festival of artisanal cheeses.
Located in West London at Seven Dials Market, the circling blues and bries are intentionally paired and plated so that the meal matures into an experience. The idea for this concept came into fruition after the owner, Mathew Carver, read a book about the individual who put the first conveyor belt into a sushi restaurant in Japan as a way to make a commonly elegant and sometimes intimidating meal more appealing to the masses. He saw the parallel with cheese.
The approach is simple. Guests take a seat at the bar and grab plates with cheese. The check is calculated according to the bare plates, which are color-coded by price, just like they do at conveyor belt sushi joints. However, the actual products are not so simple. Carver strives to champion British goods — a Stilton from Nottinghamshire, a Cornish Gouda from Cornwall, a cheddar made by a fifth generation cheesemaking family in Devon.
The uniqueness is alluring and gets people to taste the cheeses and furthermore take interest, with the spot’s intention to make British cheese a bit more accessible and a bit more amusing.
For cheese lovers, the only thing better than a reliable flow of cheese is boundless plates of it. Once a week Pick & Cheese runs a special of bottomless cheese and charcuterie in a 75 minute time frame. Sign me up.
