“No, I don't think it felt risky. I just think there's so many people doing it. And I think there's people doing it extraordinarily well… Like you don't, they don't need more croissants here. They really don't.”
The Go To Food Podcast · Food & Beverage · October 2026
The pastry chef was asked whether it felt risky to open a London bakery that doesn't sell croissants. She points to several excellent croissant bakeries within a few minutes' walk, and says customers who still ask for one get steered toward something "croissant adjacent".
Transcript
Yeah, I mean, we still get people coming in and asking for croissants, and it's always a bit of a funny line of being like, do you want something croissant adjacent? The brown butter bun, which doesn't really work as a sales tactic, but we live in hope.
Yeah.
No, I don't think it felt risky. I just think there's so many people doing it. And I think there's people doing it extraordinarily well. And I think this neighbourhood, you know, like you can walk three minutes and there's pophums, then you can get to Sara Do Sevilla, you can get to Jolene. Like you don't, they don't need more croissants here. They really don't. They're very well served. And I think I don't like that you would the idea of someone coming and being like buying like a croissant from us, a croissant from Jolene, a croissant from Pophams and sitting and like
doing side by side. Stop doing tickets. It's a targeted attack on Rossie Keller. Yeah. Yeah.
Why?
She did that.
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