This 'Bombay cafe' in the heart of London has undeniably capitalised on the 'simple but interesting' approach. Because it has positioned itself as a cafe (with a bar) and not as a full blown Indian restaurant, it has wisely opted to keep its menu limited to a selection of popular Indian snacks and street food. But that will not disappoint you. You can take your pick from a selection of authentic street food such as vada pav, pav bhaji or rajma chawal or go for more filling options of biryani or black dahl with naan etc. Yes you won't be spoilt for choice but equally the food will not let you down on taste and authencity. Twists on drinks such as Bombay Colada and Chilli Martini definitely deliver well -- and cannot be brushed aside as an attempt to create an unnecessary fusion.
It appears to be gimmicky but thankfully it does not stop at that - the food, the ambience and the stafff are definitely Dishoom's very strong selling points. The only obvious downside is the long wait period at busy times (esp on Friday evenings) but you are kept motivated by a cup of complimentary 'chai'. Bookings only permitted for more than two people.
Personally it is one of my favourite places to be in London and I have been here for breakfast, lunch and dinner!
PS: If you are here please do not forget to try house chai on its own or with pav bhaji!