Why is Everyone in London Queuing for Farmer J?
I grabbed lunch at Farmer J on my way back from a client meeting last week and found myself thinking about why they are always absolutely packed. If you've been to London lately, you've probably spotted one of their locations with queues out the door.
What makes them so special? At its heart it is pretty simple - they've made healthy fast food that actually tastes good. I mean, really good!
Their "Field Trays" (basically you get to pick protein + grains + 2 veg) somehow manage to be both good for you AND something you actually look forward to eating. I dream about their miso aubergine and would happily make a special trip just for that.
So what can the rest of us learn from Farmer J’s massive queues:
They're honest about where their food comes from. When they say "local" or "seasonal," they mean it. They'll tell you which farm grew those tomatoes (see picture - taken in the Moorgate branch last week). They put a real connection with producers front and centre.
They've figured out that "healthy" doesn't have to mean boring. Their food is colourful, bursting with flavour and is really satisfying. You don't leave feeling like you have had to sacrifice on taste to eat well.
Their spaces feel thought-through but not over-designed. The natural materials, green accents, and industrial touches create a vibe that's both earthy (farmy??) and thoroughly modern. They've avoided both the sterile brightness of fast food chains and the try-hard quirkiness of some indie cafés. It's comfortable without being precious about it.
But what's particularly impressive is how Farmer J delivers on value. While Pret and other high street chains keep nudging prices up without improving quality (£6+ for a lacklustre baguette, anyone?), Farmer J offers genuinely satisfying meals with great ingredients at prices that feel fair. You walk away thinking "that was worth it" rather than "how much?!"
The lesson for other food brands isn't complicated: people want real food with real flavour, made with care, served in a way that fits their life - and at prices that don't feel like daylight robbery. Just good food, plain and simple.
