Great British Bake Off judge Paul Hollywood has put his name to a brand new coffee and bakery concept at London’s Euston station after inking a deal with SSP, the food and beverage operator specialising in travel locations.
The first ‘KNEAD by Paul Hollywood’ branch is currently being fitted out and will welcome its first customers at the end of September.
Customers will be able to watch their food being prepared and cooked live in the open plan kitchen, and will be able to choose exactly which freshly baked roll or piece of crispy bacon they’d like in their sandwich.
SSP said KNEAD will be a “welcome addition” to the food-on-the go scene in Euston, opening every day for breakfast and lunch.
The store has been designed with all occasions in mind and boasts indoor seating, mobile charging points and access to Euston station’s free WiFi, perfect for customers on the go or for those with time to spare.
Hollywood said that KNEAD was a project he has been working on for some time. “We have worked really hard to give our customers something different, making sure we use the best possible ingredients and give customers the greatest service.”
Simon Smith, CEO of SSP, commented: “We are delighted to be working with one of the country’s most celebrated and recognised bakers to bring a concept that’s new and exciting to the people who travel through or live and work in and around Euston.”