This is one of three London restaurants established by fashion designer Joseph Ettedgui. Thanks to its sense of glamour and fun, it's often filled at breakfast and lunch with well-known names from the British fashion, music, and entertainment industries. You can enjoy such dishes as tuna Niçoise, salmon fish cakes, or Joe's rather juicy and tasty burger. It's all good, but unexciting. We found that making a meal of appetizers, as many of the models here do, is a great choice. Our favorite appetizers included a pea-and-mint soup; a caramelized red-onion, tomato, and goat-cheese tart; and a rocket salad served with shaved Parmesan. There's a bar near the entrance, a cluster of tables for quick meals near the door, and more leisurely (and gossipy) dining available in an area a few steps up. The atmosphere remains laid back and unstuffy, just like trendsetters in South Ken prefer it. With a name like Joe's, what else could it be?