The World's First Cheese Conveyor Belt in London

London now has the world’s first cheese conveyor belt. Pick & Cheese, in the West End, features over 25 British cheeses rotating on a 40-metre-long (131-foot-long) belt.

Each cheese comes with a paired condiment – so a Stilton from Nottinghamshire is served with a chocolate and oat cookie, a Basque-style burnt cheesecake comes with a winter berry compote, while a Renegade Monk from Somerset is paired with Earl Grey tea jelly.

One of the cheesy items on the conveyor belt at Pick & Cheese © Culture Trip

Beyond the cheese belt

The cheeses are served on small plates with transparent lids, so diners sitting at the counter can ogle the creamy parade. It’s not just about the belt, though – hot dishes like a grilled four-cheese sandwich and a baked Waterloo with basil-stewed blackberries can also be ordered, and there’s table seating around the counter. As well as having a focus on British cheeses and inventive condiments, Pick & Cheese – a spin-off from Camden’s popular Cheese Bar – offers natural wine and craft beer.

Seven Dials

Pick & Cheese is part of a major new market in Seven Dials, just north of Covent Garden. KERB, which operates several markets across the city, took over a former banana factory in 2019 and has turned it into one of London’s most happening foodie spots. Traders will rotate regularly, but current highlights include Claw’s sustainable seafood (try the lobster rolls), Truffle’s oozing burgers and Strozzapreti fresh pasta.

Just as importantly, the seating in the various outlets and in the downstairs hall is buzzy and appealing, with free water and Wi-Fi. The connected Cucumber Alley has shops including a bakery, a florist, an ice-cream shop and beer from the excellent Gypsy Hill Brewery.

Visiting the market

The Seven Dials Market can be accessed via Short’s Gardens and is open seven days. Pick & Cheese offers reservations on booths for groups of four or more – otherwise you can sit at the bar (there’s sometimes a wait). The conveyor-belt cheese dishes run from £2.95-6.10 and are colour coded.