Londoners Are Saving 50% at These New Restaurants; Here's How You Can Too

Fancy dining at London’s newest restaurants for half the price? There’s a clever way savvy locals are doing exactly that, while helping new eateries test their menus and fine-tune their service.

Soft Launch is a website that connects food lovers with newly opened restaurants in London, offering generous discounts, sometimes up to 50% off.

These "soft launches" aren’t just great for your wallet — they help restaurants trial menus and service before their grand opening.

By showcasing soft launch deals, the website allows users to enjoy delicious meals at significantly reduced prices, often as much as 50% off. This concept not only benefits diners, who can grab a cheap meal, but also serves a strategic purpose for restaurants as they prepare for their official openings.

What Is a Restaurant Soft Launch?

A soft launch is a short trial period where a restaurant opens to the public in a limited way, often offering:

• Discounted or complimentary meals

• A chance for staff to practice service

• Opportunities to gather diner feedback

• Buzz-building through early word of mouth

Why Soft Launch Is Great for Savvy Diners

Soft launches are a win for Londoners who love eating out but want to cut costs:

• Up to 50% off food and drinks

• Exclusive access to new openings

• Chance to discover new restaurants before the crowds

• An affordable way to try different cuisines

Example Soft Launch Deals

Here are some live examples, at the time of writing this post in May 2025, showing how much you can save:

• 25% off food every Tues-Fri at BRIX - (London Bridge)

• Up to 50% off food at Beasy - Soho

• 25% off food at Americana - Haymarket

• 20% off food at Britannia Smok'd - London Bridge

• 20% off food at Candlemaker Smok'd - Battersea

• YAATRA, Westminster - 50% off food + a free drink from 2nd-14th June
  

These deals not only entice diners with the prospect of savings but also enable restaurants to gather crucial feedback on their offerings before a full launch.

Membership Options: Free vs VIP

Free Membership

• Access 5–10 deals a month

• Public access only
  

VIP Membership (£5/month or £48/year)

• 2x more deals

• Access to “Always-On” offers

• Early access to free deals (24+ hours)

• Cancel anytime
  

Is Soft Launch Worth It?

If you live in or regularly visit London, Soft Launch is a no-brainer — especially if you like eating out with friends and trying new places.

As someone who only visits occasionally, I stick to the free tier. But if I lived closer (I'm under an hour away), I’d happily pay £5 a month; the savings could easily outweigh the cost after just one meal. Soft Launch is an underrated gem for budget-conscious foodies in London. It helps restaurants get honest feedback and gives diners access to meals they might otherwise not afford or even discover.

Whether you're local or just passing through, signing up (even for free) means you’re always in the loop on London’s best-value dining deals.