Restaurateur Peter Ilic will close the Farringdon branch of his Little Bay restaurant at the end of the month as part of plans to grow his healthy fast food brand Foodilic.

The restaurant, which opened in 2002 and ran its famous Pay What You Think It’s Worth promotion, has been sold off to another operator and will close on 25 September.

Ilic plans to use the capital to invest in his healthy fast food brand Foodilic, which he hopes to grow to 30 sites in London by 2019.

A statement from Little Bay thanked customers for their ‘loyal support’ of the ‘little restaurant’ over the last 14 years.

“It is thanks to you that Little Bay has become such a well-known eatery across London and around the world,” it said.

Little Bay restaurants remain in London’s Kilburn and Croydon. The brand’s Brighton restaurant closed in February while its Battersea restaurant remains ‘temporarily closed’

Following the success of two Foodilic branches in Brighton, the concept spread to London’s King’s Cross in 2014.