This October, Jones’ Crumpets will open a new permanent home on Golborne Road, Notting Hill, bringing its artisan crumpets to a dedicated café for the first time. The café will serve all of the Jones’ signature flavours, in a menu that features larger crumpet-based dishes alongside a grab-and-go offering, with both sweet and savoury toppings.
The café will reflect Jones’ commitment to seasonality and sourcing premium ingredients, with a hero breakfast dish, two savoury recipes designed to work from morning through to afternoon, and a sweet option. Each dish will be available on any of the brand’s flavours: Classic Crumpets, Double Cheese – with melty parmesan and strong cheddar cheese, Cheese & Chive – pairing both cheeses with the punchy addition of chives, and Dark Chocolate oozing with a single origin 71% dark chocolate molten centre.
Alongside the more substantial plates, the quick service options will see the crumpets paired with a revolving selection of quality-led toppings made in-house. The café will also serve Allpress coffee and a concise selection of other soft drinks.
Jones’ Crumpets was born when founder, Ian Endfield, had a realisation that crumpets could be so much more: a premium product that could be served in a restaurant, and a base for exciting flavours and ingredients. Over the course of 9 months, Ian developed a recipe that he believed would bring the finest crumpets to London and beyond, and in 2017 he launched the brand with a superclub in his flat. The brand was stocked in Deli’s across the capital, alongside supplying restaurants, such as Ottolenghi’s Rovi and Islington site, before launching an online site with nationwide delivery and expanding into market stalls.
Ian’s mission was a success, with The Guardian’s Anna Berill noting that Jones’ Crumpets are “quite simply, the best crumpets you’ll ever buy”. The new Golborne Road café marks the next chapter for the brand, creating a permanent space where customers can experience Jones’ Crumpets fresh from the griddle, alongside the ingredients and flavours that have defined the brand since the beginning.
The space will showcase a sleek and paired back design, with cues from early-to-mid 20th-Century, it focuses on honest, authentic materials and a neutral colour palette. The action will centre around a large stainless steel counter, as guests can see freshly brewed coffees, steaming crumpets and a colourful array of toppings, offset by more natural materials such as quarry tiles and birch joinery. A WPA and German Expressionist-inspired mural runs along the walls, adding a dynamic energy to the space.
