With The Ivy beginning to lose its hold over hungry advertising executives (Diary still firmly blames this on the removal of Bang Bang Chicken from its menu) and St Alban demonstrating a Theo Walcott-like inability to live up to early promise (despite the inclusion of a pizza on the menu), where will be the next place to be seen?
If last Friday's lunchtime rush is anything to go by, the smart money is on Fino, a tapas bar just off Charlotte Street, which catered for representatives from Rainey Kelly Campbell Roalfe/Y&R, TBWA, Saatchi & Saatchi, ZenithOptimedia and a table-full of hungry senior management from Miles Calcraft Briginshaw Duffy, as well as a healthy quota of Campaign hacks.
Commenting on the restaurant's bid to become the eatery of choice for the industry, one punter said: "If everyone goes to Fino, then at least we'll all have garlic breath."
While one can't rule out old favourites The Wolseley and Zuma from the race, there are also a number of emerging contenders attracting interest, such as Wild Honey and Arbutus.
And you can't discount West Street's L'Atelier de Joel Robuchon, which, unfortunately for The Ivy, is located just down the road.