Nicole Kidman comes here to nibble on the succulent pumpkin and lychee curry, Kate Moss to devour prawn-and-chive dumplings without fear of weight gain, and Richard Branson to feast on the barbecue roasts. In an offbeat, out-of-the-way location, E&O is hailed as the "new Ivy," a reference to the most famous restaurant in the West End theater district, also a celeb favorite (after all these years). Melburnian restaurant guru Will Ricker is known for having created several hot east London dining spots. With its tiny windows, this restaurant reminds some patrons of a dance club.

We recently sampled the crispy fried fish and pronounce it a winner, as is the crispy-skin chicken and the char siu pork -- baby pork spareribs crusted with sesame seeds and served with a garlic-and-ginger sauce. Succulent sushi and sashimi appear on the menu. One London reviewer found the patrons "comically trendy," although we'd call them more fashionable instead. At least they were insiderish enough to book a table at this place.