Swedish lawyer becomes chef and starts pricing revolution in London

A former lawyer in leading Swedish firm Mannheimer Swartling has left the profession, opened a Michelin-starred London restaurant and is now cutting the number of tables and offering just two meal prices for diners.
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Mikael Jonsson set up Hedone in London's Chiswick four years ago. He has now just closed it in order to refurbish and re-open on 21 October with 22 seats, just over half of the current 40. The restaurant is in 60th place in a top 100 list produced by the World's 50 Best Restaurants awards scheme. There will be only two prices for the set menus that will be offered - and they are likely to be not much higher than the current set menu prices of £95 and £125.

Completely different

Mr Jonsson has clearly found more creativity in pricing than the legal profession allows. He said: 'We want to be able to push forward with all the ideas we've got in embryo. People will just tell us how much they want to spend, and two tables sitting beside each other who want to spend the same amount of money might get two completely different meals.'

Law in second place

He had always wanted to become a chef and had to opt for the law instead when food allergies prevented him working in a kitchen. After he put himself on a Paleolithic diet - concentrating on meat and avoiding dairy - his allergies disappeared and he was able to take up the career he had always wanted. Source: Bloomberg

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