The premium bakery-café operator is adapting its proven neighbourhood store model for high commuter footfall grab-and-go environments
Windsor-based bakery-café chain Heidi Bakery has opened its first grab-and-go kiosk to cater to London’s fast-paced commuter audience.
Founded by Heidi Daniel in the early 2000s, Heidi currently operates nine sites across the UK Southeast, serving specialty coffee from Southampton’s Mozzo Coffee alongside artisanal bakery and premium patisserie ranges, including its signature Hazelnut Meringue Cruffins and Crème Brûlée Croissants.
Its kiosk on the Main Concourse of London Victoria Station, designed by London studio Path Design, is the chain’s third site in the UK capital, following venues at the Royal Hospital Chelsea and Richmond Station, and its first with no in-store seating.
“Victoria is a really special opening for us, right on the Main Concourse of one of London’s busiest stations. Station food too often means trading quality for speed, and we don’t think it should. Everything on the counter at Victoria is made from scratch at our studio in Windsor, to the same award-winning standard as all of our shops. We can’t wait to become part of people’s daily journey,” said Heidi Bakery Director Edward Durkin in a press release.
Heidi at London Victoria | Photo: Heidi Bakery
London Victoria is one of the UK’s busiest train stations, with approximately 54 million travellers passing through it annually.
With high-density customer footfall and a high-frequency purchase loop, travel retail has become an increasingly attractive market for premium bakery-café chains in the UK. Boutique operators Gail’s, Paul and Signorelli are among the other chains expanding in the category.
