The popular UK restaurant chain Six by Nico, known for its ever-changing tasting menus and highly Instagrammable dishes, is facing criticism from diners who allege inconsistent food quality, slow service, and a focus on influencers over regular customers. The chain, founded by chef Nico Simeone in Glasgow in 2017, now operates 11 branches across the UK and Ireland.
While Six by Nico aims to offer an affordable fine-dining experience with multi-course tasting menus and drinks typically costing up to £105 per person, recent reviews suggest a growing disconnect between the brand's curated online image and customer experiences. The restaurant's concept revolves around introducing a new theme, destination, or memory every six weeks, encouraging repeat visits. Past menus have drawn inspiration from themes like 'Childhood,' 'Amalfi Coast,' and currently, 'Circus' and 'New York.'
Despite the innovative menu approach, complaints on platforms like TripAdvisor mention slow service, loud music, alleged hygiene issues, and food described as bland or overpriced. Some diners have specifically noted a perceived difference between the meticulously presented dishes featured in influencer content and what is served at their own tables.
It appears that Six by Nico employs a significant influencer marketing strategy, with its website featuring a 'Collaborate With Us' section where creators can apply for complimentary meals in exchange for social media coverage. This has led to a prevalence of social media videos that follow a similar pattern: documenting arrival, explaining the menu's theme, and reacting to each course, often marked as advertisements or invitations.
Reviews from various Six by Nico locations highlight specific criticisms. At the Canary Wharf branch, one diner described the food as having "no flavour at all" and not worth the price. Another reviewer at the same location accused the manager of unprofessional conduct and reported flies in dining and cooking areas. The Fitzrovia branch has also received criticism, with one customer detailing long waits and dishes that appeared different from those seen online. This reviewer noted, "Unfortunately Six by Nico does seem to be all smoke and mirrors." Other complaints include dishes being served too quickly before previous courses were cleared and staff descriptions of meals being delivered too rapidly.
The Oxford branch has faced similar feedback, with a diner describing the 'New York' menu as disappointing, citing dry chicken and bland courses. Another reviewer in Oxford reported being served only four of six courses after two hours, calling the service "terribly slow" and the food "poorly executed" and "fairly flavourless."
In Glasgow, the chain's origin city, a reviewer in March 2025 called the food "just so bland," suggesting it is an "influencer's paradise" with "nothing special and everything tasted the same." A customer at the Dublin branch in August 2024 complained of a lengthy wait for a cold pork course and noted that more attention seemed to be given to a content creator filming in the restaurant. This diner felt "underwhelmed and disappointed."
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 group's chairman, Rob Wirszycz, expressed excitement about plans for further expansion in the UK and overseas. The Daily Mail has contacted Six by Nico for comment.