New Wetherspoon set for Piccadilly Circus landmark
JD Wetherspoon is set to open its first-ever venue in London’s West End at the iconic Trocadero on Shaftesbury Avenue. The new Piccadilly Hall forms part of Criterion Capital’s wider West End regeneration strategy.
JD Wetherspoon will open its first venue in London’s Theatreland at the iconic London Trocadero, 30 Shaftesbury Avenue, in partnership with Criterion Capital.
The new site will trade as Piccadilly Hall and is backed by a multi-million pound investment. It will sit within the wider Trocadero estate repositioning plan being delivered by Criterion Capital as part of its long-term West End regeneration vision.
Criterion describes the opening as a significant addition to London’s hospitality landscape and a milestone in the ongoing evolution of Theatreland.
Heritage-inspired Piccadilly Hall concept
The venue takes its name from the historic Piccadilly Hall, which once occupied part of the Trocadero site and gave Piccadilly Circus its name.
The press release outlines the 17th century origins of the area, where tailor Robert Baker developed a factory and mansion on the land, producing decorative collars known as “piccadills” or “piccadillies”, which later became associated with the area.
A glass hanger silhouette design element will reference the shape of a piccadill collar, described as a nod to heritage craftsmanship and detail.
Scale, operations and employment
Piccadilly Hall is set to become one of the largest Wetherspoon venues in central London.
It will span more than 3,600 sq ft and have capacity for around 280 covers. The venue will operate seven days a week from 7:00am to midnight, offering an all-day food and drink menu from breakfast through to evening.
The opening is expected to create more than 100 jobs.
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Located at the gateway to Theatreland, the site sits in an area where more than 100 million people pass through Piccadilly Circus each year. It is expected to serve residents, theatre audiences, local workers and international visitors.
Integration with Zedwell hotel network
Piccadilly Hall will sit directly beneath Zedwell Hotel Piccadilly Circus, the brand’s flagship property, which comprises more than 700 rooms and accommodates over 1,400 guests nightly. The venue will have direct internal access from within the Trocadero.
Wetherspoon will also join the Zedwell & More guest membership programme, which offers exclusive discounts and offers across hospitality, retail and leisure experiences throughout London. The programme spans multiple Zedwell locations including the London Pavilion, Tottenham Court Road, Knightsbridge, Park Lane and Greenwich.
Zedwell’s model is described as tech-driven and sleep-focused, with no on-site food, beverage or licensed offer, creating demand for all-day dining provision.
Regeneration vision for the West End
The announcement forms part of Criterion Capital’s broader West End masterplan, which focuses on long-term investment and stewardship of the area.
The Trocadero site includes historic elements such as the Empire Hall and Argyll Subscription Rooms, which have played a role in London’s social life across generations.
Criterion says its vision is to build on this legacy by creating an accessible and sustainable hospitality destination.
The venue has also been designed to align with Westminster City Council’s After Dark Strategy, supporting food-led and inclusive hospitality uses to help distribute activity across the day and evening.
Saskia Jiggens, group head of communications and engagement at Criterion Capital, said: “The London Trocadero has long played an important role in the story of the West End, and the opening of Piccadilly Hall marks an exciting new chapter for this global destination. This partnership with JD Wetherspoon will bring a vibrant new hospitality venue to the heart of Piccadilly, adding to the Trocadero’s carefully curated mix of occupiers and welcoming theatre-goers, local residents, hotel guests and visitors from around the world. We are thrilled to see this landmark building continue to reflect the energy, accessibility and international appeal of the West End.”
Tim Martin, founder and chairman at JD Wetherspoon, said: “We are delighted to be opening our first venue in Theatreland in partnership with Criterion Capital. The West End is one of the world’s great hospitality destinations, attracting millions of visitors each year, and we believe this site is exceptionally well suited to the Wetherspoon model of offering good-quality food and drink at reasonable prices in well-managed and historically interesting buildings. The scale of Piccadilly Hall, together with its connection to the wider Zedwell hotel network, makes this one of the most significant openings for Wetherspoon in London for many years. We have always believed that pubs and hospitality venues play an important role in local economies by creating jobs, supporting tourism and providing accessible social spaces for a wide range of customers and we look forward to becoming part of this vibrant area of the West End.”
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