Art on the Menu?
How the National Gallery is Serving More than Art – and What other Cultural Institutions Can Learn
You can’t eat a Caravaggio. But you can certainly work up an appetite gazing at one. And that, it seems, is something the National Gallery has understood with increasing clarity in recent years. Amidst the grandeur of the galleries, a quiet revolution has been simmering in the kitchens. The result? A dining offer that’s become almost as talked about as the paintings on the walls – and one that other cultural institutions would do well to take notes on.
I took a wee trip down to the big smoke and this Is what we found ……..
Ochre -London
https://www.ochre.london/
Designing the Visitor Journey: A Thoughtful Culinary Tapestry
The dining spaces at the National Gallery weren’t simply bolted on. They were carefully woven into the visitor journey through a considered process that placed the visitor experience at the heart of every decision. Consultations with designers, curators and the catering teams shaped each space to feel like a natural continuation of the gallery’s calm, reflective atmosphere. From Locatelli’s elegant Italian dining to Muriel’s Kitchen’s homely comfort, every eatery was chosen and positioned to offer more than just food – they create a sense of pause and place, a moment to reflect and reconnect. It’s a lesson in how every element of the visitor journey, even the smallest coffee stop, can be a meaningful extension of an institution’s mission and identity.
Locatelli at the National Gallery
https://locatelliatnationalgallery.co.uk/
A Culinary Line-Up Worthy of a Curator
The National Gallery’s approach isn’t about slapping a few sandwiches on a plate and calling it a day. Instead, it’s crafted a suite of eateries that would make even the fussiest foodie pause mid-gallery-hopping.
Ochre is the flagship of this culinary collection – a sleek modern restaurant and bar that’s part brasserie, part gallery annex. It’s a place where British and European classics come together with a seasonal twist. The feedback? “Proper restaurant-quality food – but without the sense you’re expected to hand in your life savings at the door.” The message is clear: visitors want food that’s as considered as the art.
Locatelli is where things get a little more Italian (and who wouldn’t want that?). Giorgio Locatelli himself lends his name – and his culinary touch – to a menu that’s all about homemade pastas, hearty mains and simple, honest plates. For many visitors, this is a taste of Italy in the middle of Trafalgar Square – a chance to sit down and pretend, just for a moment, that you’re dining in a bustling Roman piazza.
Muriel’s Kitchen offers a more down-to-earth comfort. It’s all about seasonal, healthy dishes – the kind of food you’d want after a morning of intense cultural immersion. Salads, quiches and hot meals served in a counter-service spot that’s bright and friendly.
Bar Giorgio takes a different tack. Think of it as the Gallery’s love letter to Italian coffee culture – espresso, pastries, a moment of calm in a day of artistic overload.
And for those who just want a quick, quality coffee? Espresso Bar by Muriel’s has you covered. Artisan brews, fresh sandwiches and pastries – it’s the pit-stop that keeps you going until your next Turner or Titian.
Muriel's Kitchen
https://www.nationalgallery.org.uk/visiting/eat-and-drink
A Broader Lesson: It’s Not Just About Filling Stomachs
It’s easy to think of gallery cafés as an afterthought. A revenue stream, sure, but not much more. Yet what’s happening at the National Gallery suggests a more nuanced – and ultimately more rewarding – approach. These eateries aren’t just about feeding visitors. They’re about deepening the experience, creating spaces that feel like a natural extension of the gallery’s mission.
There’s something deeply human in the act of sharing food and drink. It creates a sense of connection – a chance to pause, to talk, to reflect. In a gallery setting, it’s a moment to digest not just the food, but the art itself. And visitors notice. Reviews consistently highlight the warmth of the welcome, the authenticity of the offer, and the sense that these spaces belong here – rather than being parachuted in to make a quick buck.
JamieJ = ART 😊
https://www.jamiejohnanderson.org/
What Can Other Cultural Institutions Take from This?
The National Gallery’s approach offers some clear takeaways for the wider cultural sector:
Start with the Visitor Journey.When designing your offer, don’t treat dining as an afterthought. Bring it into the conversation early, alongside your mission and visitor flow. Think of your cafés and restaurants as an extension of your story – a chance to create welcoming spaces that help visitors pause, connect and reflect.
Authenticity Matters. Visitors today are savvy – they know when an offer is phoned in. Muriel’s Kitchen’s home-style warmth, Ochre’s thoughtful brasserie fare, and Locatelli’s classic Italian comfort all feel real, not forced.
It’s More than Money. Of course, commercial resilience is important – but if the catering doesn’t feel like part of the institution’s mission, it risks falling flat. At the Gallery, each eatery feels like a natural extension of the experience.
Flexibility is Key. From pop-up plans to seasonal menus, there’s a recognition that today’s visitors expect more than a static offer. A bit of experimentation keeps things fresh and engaging.
Tell the Story. The best dining experiences aren’t just about what’s on the plate – they’re about why it’s there. Cultural venues that can tell this story well – how their catering supports their mission, celebrates local produce or links back to their collections – create a deeper bond with visitors.
Don’t Underestimate the Power of a Good Meal
If there’s one thing to take away from the National Gallery’s quiet culinary renaissance, it’s this: people come for the art, but they remember how you made them feel. And often, that feeling is shaped in the café or restaurant as much as in the gallery itself.
For cultural leaders grappling with how to square the circle of financial resilience and authentic experience, the message is simple – start with a good meal, served with genuine warmth. Who knows? You might just find that the conversations started over coffee linger longer than any guided tour.
After all, as any artist will tell you, it’s not just what’s on the canvas – it’s the life you breathe into it.
And sometimes, that life comes with a very good sandwich.
