The popular UK restaurant chain Six by Nico, known for its themed, six-week rotating tasting menus, is facing growing criticism from diners who allege that the dining experience has become "all smoke and mirrors." While the chain has cultivated a strong following among middle-class diners and heavily relies on social media influencers for promotion, a significant number of customers report dissatisfaction with the food's quality, pricing, and service.
Founded by chef Nico Simeone in Glasgow in 2017, Six by Nico has expanded to 11 locations across the UK and Ireland. The restaurant's concept offers an affordable entry into tasting menus, with prices typically capped at around £105 per person including drinks. The appeal lies in its constantly evolving menus, which draw inspiration from themes like "Childhood," "Amalfi Coast," and "Circus." Currently, London branches are offering menus inspired by "New York" and "Circus."
However, recent reviews on platforms such as TripAdvisor highlight a disconnect between the restaurant's social media image and the reality for many diners. Complaints frequently mention slow service, loud music, perceived hygiene issues, and food described as bland or overpriced. Some customers have also expressed a feeling that the dishes they receive do not match the carefully curated and presented meals often showcased by influencers online.
Six by Nico's marketing strategy appears to lean heavily on influencer collaborations. The brand features a "Collaborate With Us" section on its website, inviting content creators to apply for complimentary meals in exchange for social media coverage. This approach often results in a predictable flow of posts from influencers documenting their arrival, the menu's theme, and their reactions to each course, frequently marked as advertisements or invitations.
Reports from diners suggest that this intense focus on creating social media buzz may be impacting the in-restaurant experience. At the Canary Wharf location, diners have reported a lack of flavor in the food and questionable value for money. One review from June at the Fitzrovia branch described the experience as disappointing, with dishes differing from social media portrayals and arriving so quickly that previous courses were not cleared. Staff descriptions of dishes were also noted as being delivered too rapidly to comprehend.
Similar criticisms have emerged from other branches, including Oxford and Glasgow. Diners have described the service as "chaotic" and "terribly slow," with inconsistent portion sizes and poorly executed, flavorless food. One reviewer in Glasgow specifically called it an "influencer's paradise" where "nothing special" was offered and all dishes tasted the same. A customer in Dublin reported a significant wait for a cold pork course and noted that more attention seemed to be given to a content creator filming in the restaurant at the time.
Despite these criticisms, Six by Nico's parent company, Sixco Group, reported a 42% increase in revenue, reaching £41.9 million for the year ending June 30, 2024. The company is also reportedly exploring international expansion. Sixco Group chairman Rob Wirszycz attributed the success to "Nico's genius in coming up with the concept of fixed-price, six-course tasting menus that change every six weeks," which he believes has "struck a resounding chord with the dining public."
However, as the chain continues to attract customers, the divergence between the highly polished online image and the customer experience remains a point of contention for many who have dined at Six by Nico.