The launch was attended by members of the press, chefs, restaurateurs and PRs. We spotted Observer food critic Jay Rayner, TV’s William Sitwell and Silvena Rowe, Tom Parker-Bowles, Wahaca’s Thomasina Miers, Pierre Koffmann,  John Nugent from Green & Fortune and Nick Jones, proprietor of Soho House and Shoreditch House.

Fay Maschler, festival chair and co-founder, spoke about Festival Menus, which will be at the heart of London Restaurant Festival 2010. Festival Menus give each participating restaurant the chance to show off their signature dishes at a special, fixed price.

Rosie Boycott, chair of the London Food Board, said London Restaurant Festival had the full support of both herself and London Mayor Boris Johnson.

“This is a great festival, encouraging Londoners to dine out and support their local restaurants and also maybe discover local gems which they may have right on their doorsteps. The real bonus is that there is a menu for every pocket.”

Festival director Simon Davis announced American Express as the headline sponsor for this year’s festival. He went on to outline five big festival events for 2010 so far:

• Gourmet Odyssey: a sell-out at LRF 2009, this year it will be expanded to Soho and Shoreditch
• London Restaurant Festival Suppliers’ Market at Covent Garden. A free-entry event
• London Eye Restaurant Capsules: there will be ten nights to dine on the London eye at LRF 2010
• Supersonic Masonique: the Bistrotheque boys are back with another fabulous pop-up restaurant
• Festival Awards: this year’s event will be huge

Restaurants interested in taking part in London Restaurant Festival 2010 can sign up now. Register online before the the end of April to qualify for the £99 (+VAT) discount price at www.londonrestaurantfestival.com