VIBE

Charming chaos. This London outpost of celeb Milanese baker Rocco Princi’s eponymous boutique chain has been swarmed with hungry crowds from day one. Radiating warm earth tones, the space is wrapped in rosy tiles and lit with cozy glowing lamps, and the combined effect seems to be sufficiently soothing to keep the jockeying customers smiling as they queue out the door or search out seats at the long communal tables. Wide glass counters display the mouthwatering baked treats, which range from hearty boules to delicate patisserie, and a further menu of offerings like pizzas and sandwiches is also available. Light breakfast (bread, pastries, coffee) is served in the morning. Counter service only.

CROWD

It’s quite varied–everyone from office workers and tourists to cool twentysomethings and nannies with hungry charges passes through.

WHAT WE WOULD WEAR

Anything from jeans and t-shirt upward–it’s casual.

GO HERE WITH

Friends; colleagues

WHY WE LIKE IT

Great for a yummy quick bite–it may be crowded and chaotic, but Princi never fails to deliver good eats.

WHAT WE WOULD CHANGE

We’d add more seating and create a more organized counter system.

GOOD TO KNOW

Cash only! Also, make sure you get in the right queue: there are separate registers for drinks, sweets, and savories. A tidbit for those into restaurant genealogy: Princi has been brought to town with the help of celeb restaurateur Alan Yau (of Hakkasan and Busaba Eathai renown).

OTHER LOCATIONS

Milan

CLOSEST COMPS

Daylesford Organic (London); Ottolenghi (London)

Read more about Princi in The Diary

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