The Soho branch of this successful mini-chain is a busy spot; there are also branches in Notting Hill, South Ken, Spitalfields and Islington. Most customers come here for the colourful frosted cupcakes, which are displayed in long glass cabinets, alongside whoopee pies, tiered American cakes and varieties of brownies.
Raspberry cheesecake brownie has to be the most indulgent version – a dense chocolate brownie base topped with a baked cream cheese layer and finished off with whipped raspberry cream – delicious. Red velvet is still the best-selling flavour of cupcake, though customers are encouraged to try out new creations from the daily changing specials.
On our visit, it was a ‘tea cake’, a chocolate sponge with pieces of digestive biscuit. Verdict? Too dry. The moister black-bottom cupcake, available any time, was a much better choice. Note that this branch doesn’t have many seats, and much of the business is in take-outs (gift boxes are available).