Totally agree.

But I think that can work. You can't see the outside from your dining table.

Sat Baines' Michelin starred place in Nottingham is in the a*** end of a Lenton Industrial estate. He even had to build lodgings to make the 'destination' bit work, and it does.

Extreme example, but the same principles apply.

There's a gentrification and growing affluent population in Forest Hill (like it or not). People want somewhere decent to eat, and I'll bet if it's good, will be prepared to pay prices required for quality.

This place is plain on the outside, but the only limit is imagination on the interior. From what I see they certainly aren't skimping on completely gutting and rebuilding it.

They seem like a professional bunch, so I think it should be a success. (I do like the Crooked Well though)