Think gastro pub and many things ubiquitous spring to mind – pork belly, dark leather sofas, a fake fire etc, etc.
The scene has all got a bit samey which makes it difficult for new food pub ventures to stand out, but down in a quiet corner of West Ken by Olympia, The Jam Tree is making a jolly good fist of it.
The technicolour, Andy Warhol-inspired jam pot painting above the bar is an immediate and welcome sign that things are veering from the beaten gastro path.
It's funky and cool, much like the rest of the pub which is light and spacey and is more Shoreditch than gritty W14, which, for an EC2ophile like me, is no bad thing.
And then there's the colonial-inspired menu, which does offer the traditional homemade burgers and steak (and pork belly as a starter!) but which differentiates itself from other pub cards with Malaysian offerings like the vegetable rendang and curried mutton.
Leaping off the page in the starter section were the curried crab samosas (£7), which were fresh and light but possibly lacking a little bit of kick. The raita and tomato accompliment, however, was a palatable match and made the dish perfectly agreeable.
A Malaysian chicken salad (£7) was the other Asian offering on an entrée card also featuring plates including potted smoked haddock (£7), duck terrine (£6.50) and cured meats (£14 sharing).
I love a good rendang and, although it was vegetable and not beef, I went for that to follow and was impressed. There was enough heat to satisfy a chilli fiend like me, the veg were plentiful and crispy and the sauce rich. There seemed little need for the tofu.
My companion went for scallops with crispy bacon, which were perfectly cooked and, again, super fresh. The celeriac coleslaw, however, was apparently a little too rich.
As well as some British classics on the dessert menu like jam roly poly (£5.50) and strawberries and cream Eton mess (£5.50), there was also a further colonial touch with the South African malva pudding (£5,.50), but we went for the chocolate and walnut torte (£6) which was suitably gooey and rich.
There's much to like about The Jam Tree – the menu is fresh, well thought out and thoroughly good value and will be changing with the seasons, and the atmosphere is light and informal and also conducive to a few drinks with mates as well as a meal.
It's a welcome addition to West Ken and, if it keeps up the good work, looks here to stay.
The Jam Tree
58 Milson Road
W14
0207 371 3999
