In a nutshell — bagels that will win over even the ones who thought they didn’t care about bagels.

We didn’t want a bagel shop that just happened to also serve coffee. We wanted the bagel itself to be the reason people came back.

So we went back to basics — naturally fermented dough, slow-proved for 24 hours, boiled and baked the way it’s supposed to be done. Scottish smoked salmon. Cream cheese whipped fresh, daily, in-house. An everything seasoning blended to our own recipe, not bought off a shelf.

We tested everything on the people who’d tell us the truth — and they did. Some flavours didn’t survive that process. The ones that did became the menu: the Everything Bagel, the Salt Beef Melt, the Smoked Salmon. Simple, but only because we did the hard part already.

Then we asked a second question: what happens to this space after the lunch rush ends? Most cafés just close. We didn’t want to waste a Mayfair address on twelve hours of trading a day. So the second half of the concept took shape — a speakeasy-style evening offer, built into the same four walls, switching on as the day winds down.

Five stores by the end of 2028. A combined revenue run rate north of £5 million. That’s the plan on paper.

What it actually means: more mornings where someone in Mayfair grabs a proper bagel instead of a sad pastry. More evenings where a speakeasy nobody’s heard of yet becomes the one everybody’s heard of.

We’re not trying to be everywhere. We’re trying to be right, in the places that matter, and then prove it again somewhere new. To know if we’re getting it right — come taste it yourself.