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Primrose Bakery

42 Tavistock Street, London WC2E 7PB, England
+44 20 7836 3638
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  • Excellent42%
  • Very good29%
  • Average14%
  • Poor7%
  • Terrible8%
Travellers talk about
Closed Now
All hours
British, American, Cafe, Gluten Free Options
$$ - $$$
42 Tavistock Street, London WC2E 7PB, England
All Details
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Reviews (196)
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1 - 10 of 139 reviews

Reviewed 21 August 2017 via mobile

We went to this branch as it was right next to Covent Garden, so its in a good location but just off the main road. The bakery itself is tiny but light and airy, and smells DEVINE! I had a latte and a Salted Caramel...More

Thank Désirée T
Reviewed 9 August 2017

I attended a cupcake decorating class with my sister for her birthday. The class was £45 each. We were shown how to make icing (which I'm sure everyone in the class could already do) then we simply were instructed to put icing on the already...More

Thank Becky U
PrimroseB195, Manager at Primrose Bakery, responded to this reviewResponded 11 August 2017

Hello Thank you for your review. We are sorry to hear you were disappointed from attending one of our decorating classes at Primrose Bakery. We take all comments very seriously and would like to investigate this further. Could you please email me directly at primrosehill@primrose-bakery.co.uk...More

Reviewed 1 August 2017

We visited on Saturday, before heading to the theater, whilst the coffee was lovely, we were disappointed by the cakes, they were very dry.

1  Thank LouLouWhitton
Reviewed 13 July 2017 via mobile

Popped in while passing by and was not disappointed. Service with a smile and lovely cakes! Worth a look if in Covent Garden in London

Thank jinman72
Reviewed 4 July 2017

I really, really wanted my first experience of Primrose Bakery to be incredible. Unfortunately, it was just kind of average. It was relatively early when I arrived & the shop is very cute & quaint (though the sunlight faded books really need changing) The server...More

Thank Samantha T
Reviewed 3 July 2017

We stopped into this bakery with our kids and we weren't disappointed. The lady that served us was delightful, the coffee was great and the cupcakes were amazing. Thank you

Thank Unicorns a
A TripAdvisor Member
Reviewed 2 July 2017 via mobile

We visited 3 times during our stay and loved all of the cupcakes. The cookie dough and salted caramel were our favorites.

Thank A TripAdvisor Member
Reviewed 26 June 2017

In London for the weekend and my wife was delighted to pay the primrose bakery a visit in person, ever since we had our daughter a few years ago she became a baking enthusiast and one of The Primrose Bakery's books has been a staple...More

Thank Anthony M
Reviewed 22 June 2017

I went to Primrose bakery to get cupcakes for a colleagues birthday. The cupcakes looked amazing, really colourful, presented very well. Chose a variety of cupcakes... really had high expectations for £3 per cupcake (roughly). Unfortunately the cakes were generally average. the only one with...More

1  Thank Selina c
Reviewed 22 June 2017

I purchased a bit batch of cupcakes (mini and normal size) for my birthday to take in to work, spending £60 and the cakes are really really dry. I am very disappointed as this was quite an expense. I definitely won't be purchasing cake here...More

Thank Alice H
PrimroseB195, General Manager at Primrose Bakery, responded to this reviewResponded 23 June 2017

Hello Thank you for your review on Primrose Bakery. I am extremely sorry to read about your experience from visiting our store in Covent Garden. We do take all comments and feedback very seriously. Could you please email me directly at primrosehill@primrose-bakery.co.uk so we can...More

Covent Garden
Whether you're headed here to check out the multitude
of shops, theaters, cafes, pubs, and restaurants, or
simply to be among the multitude of people who pass
through this pretty part of town, you'll love soaking
up the festive and historic atmosphere in and around
Covent Garden. Even if you don't have tickets to the
opera or a show at one of the many famous theaters
here, don't be surprised if find yourself captivated
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Nearby Attractions
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Lyceum Theatre
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.08 km away
Aldwych Theatre
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.11 km away
Novello Theatre
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.04 km away
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Restaurant Details

Rating summary
  • Food
  • Value
Average prices
USD 4 - USD 10
Restaurant features
Delivery, Takeout, Seating, Street Parking
Good for
Kids, Child-friendly
Open Hours
12:00 - 17:00
10:00 - 19:30
10:00 - 19:30
10:00 - 19:30
10:00 - 19:30
10:00 - 19:30
10:00 - 19:30
Location and Contact Information
  • Address: 42 Tavistock Street, London WC2E 7PB, England
  • Location: Europe  >  United Kingdom (UK)  >  England  >  London>  > Covent Garden
  • Neighbourhood: Covent Garden
  • Phone Number: +44 20 7836 3638
  • E-mail
Primrose Bakery was founded in October 2004. Having started out baking for children's parties, Martha Swift and then business partner Lisa Thomas, quickly noticed how well the cupcakes went down with adults!

Now twelve years on, Martha Swift is sole owner and the business continues to go from strength to strength. We have three shops located in Primrose Hill, Covent Garden and Kensington, plus five cookbooks and an App. At times it's hard to believe that something that started at home has grown so much. It gives us all a huge sense of satisfaction to see people queuing out into the street on a Saturday afternoon, waiting to buy our cakes - there is no better feeling than this, to see that people really do want to buy and eat what we have made.

We have tried to keep it to simple old fashioned cooking, using good quality, seasonal and well sourced ingredients, as one might use at home when baking for your own children, friends and family.
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