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  • 42 Tavistock Street
    London WC2E 7PB
    Covent Garden, Strand
  • Transit information Bakerloo Circle District Northern Piccadilly Get Directions
  • Phone number 020 7836 3638
  • Message the business
  • Business website primrose-bakery.co.uk
  • “Keep your cakes moist and your icings fluffy and delicious.” in 5 reviews

  • “We settled on a red velvet and a something else which slips my mind.” in 2 reviews

  • “It is very hard not to be tempted to go in and buy a loaf of fresh bread to munch whilst at your desk at work!” in 2 reviews

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  • 4.0 star rating
    29/11/2012
    1 check-in here

    Mmmhmmm...cupcakes. I'm a sucker for those little bundles of joy, especially when they are decorated in a clever or witty way. How do I know that's carrot cake? Well from that delicately piped sugar carrot of course! I first heard about Primrose bakery when one of my audit clients gave me a Primrose bakery recipe book to say thanks for the rounds of treats I baked for them. To be honest, they were my guinea pigs while I worked on my baking skills...how I miss them as now I've been eating the products myself!

    Sharon S and I had arranged to see Old Boys as part of our monthly cultural outing and since we both made it there early with some time to space, we figured a bit of a sugar rush was in order. Despite us ducking into the cute little shop just a few minutes before they closed, the girl behind the counter welcomed us with a smile and indulged our indecision. We settled on a red velvet and a something else which slips my mind.

    The cupcakes are beautifully presented and even at the end of the day were soft and moist without a hint of dryness or sogginess that often plagues cupcakes that have been out all day. It's good to see that they bake regularly throughout the day to avoid such things such as stale cupcakes although I do wonder what happens to them afterwards...I wouldn't mind "helping out" by eating a few freebies.

    They also provide a selection of coffee and tea drinks but we opted against those this time. I can quite easily see myself holing up with a book, cupcake, and a cup of tea and enjoying a few hours hidden away in the midst of central London. In fact, perhaps that's just what I'll need come Sunday!

  • 3.0 star rating
    22/11/2013
    ROTD 13/1/2014

    This place is super-duper cute.  Not *too* cute, but definitely in the upper echelons of "saccharine sweet".  But on a grey dreary day is there anything better than opening a door to a bright, white sparkling shot and being assaulted by warmth and wafts of vanilla?  

    If you can resist this you are a stronger human than I.

    I really like it here; the coffee is done well (personal pet peeve: when bakeries don't have good coffee), there are 'baby cinos' for the tots to enjoy, and always a few options of baked goods extending beyond cupcakes.  Slices of cake, brownies, lemon loaf, etc.  

    The service is lovely and attentive and major major MAJOR points for also having great reading material available.  Want to pop in for a chocolate cupcake and a tea?  Well, get your glossy mag-on, too.  Add to that the fresh flowers on the (limited, mind you) tables, and it's a great place for a quarter hour of "me" time.  

    Any grumbles are about the cupcakes themselves; though they look adorable on a plate, I find they are unpredictably dry.  The last time I was in the women at my neighbouring table were discussing the same thing.  I've had better luck with a slice of their baked loaf cakes (iced lemon, chocolate courgette, etc.).  

    Yelp note: love the clean bathroom which is totally convenient and large enough to accommodate cupcake emergencies like, say, sticky-handed toddlers.  Double points for the great print in the bathroom.

  • 4.0 star rating
    10/4/2009
    First to Review

    Walking home from work I popped into this place with my flatmate as i had never been and she was dragging me by my handbag...

    Anyway, we took a full 15 minutes to choose and the lovely lady in the shop didn't rush us and even took her time to tell us all the different cake types. We decided to take a few to go and I was really suprised to find that they were a snip of the price of Candy Cakes stuff (that's the place that sells amazing looking cakes a few streets away). The cakes look lovely here, really homepage and made with care.

    There are two different sizes of cake yet even the large ones aren't too big for you to finish and if you're a little piggy like me you can probably eat two! They also do really cute baby cup cakes.

    So what makes this place so special, The cakes are good, really good. They are moist (yes I used that word) and really good flavours, I had a carrot cake cup cake to die for... They do nice tea too and even have a little sitting area. £2 cup cakes - score!

  • 4.0 star rating
    10/8/2009

    OHHH, itty bitty cupcakes mean more flavors to try!  I think I have a 6th sense for cupcake places, I sniffed this one out while out for a casual walk. It is devine.  The cakes were great.  I actually only purchased one but it was so amazing that I turned back around, walked into the bakery again and ordered more.  I know, I know, the lady behind the counter laughed too! My favorite was the chocolate with chocolate....it was the best cupcake I have had in London. Seriously, that's a lot to say.  

    Just remember a cupcake a day keeps the sweet tooth away... and at these prices you can afford a cupcake each day :-)

  • 3.0 star rating
    16/10/2009

    I like tea and cakes for tea-and-cake time.

    As I stepped into Primrose Bakery, the heady smell of vanilla enveloped me, welcoming me into its folds.  The display of cupcakes was still large and enticing even in the middle of afternoon.  Cupcakes of all sizes and colours beckoned me, willing me to eat them.  Between two ravenous cupcake eaters, no fewer than three cupcakes and a pot of earl grey would do.  

    While we ate nearly all of the cupcakes in our hoard, they were a bit unpredictable.  And I have to say that two of the three weren't entirely satisfying: the Chocolate Banana Cupcake had a delicious banana-bready cake but the icing was a bit too creamy and naff; on the other hand, the Coconut Lime Cupcake had a wonderfully whippy icing but its cake was dry.  As promised, the Carrot Cake Cupcake was the Queen of Cakes, taking home the prize of being eaten in its entirety, with abandon.

    The shop itself is ADORABLE.  It's small, though, so if you snag a seat, you should feel lucky.  Will I return?  Of course.  The only other cupcake options in Covent Garden are of the Candy Cake variety.  And everyone knows those aren't REAL cupcakes.  I mean, wtf hard icing?

    Yeah, Primrose Bakery, you have earned my custom.  Just work on your consistency.  Keep your cakes moist and your icings fluffy and delicious.

  • 1.0 star rating
    2/3/2010

    To be honest, I couldn't even tell you what their fecking cupcakes taste like. Why? Oh because their staff was so rude, I got fed up with them before I even bought anything.

    It was a rainy afternoon towards the end of London Fashion Week. My friends and I were tired. We were hungry. We were drenched and in need of cake.

    However, when we stumbled into Primrose Bakery, there were no seats. But - and this is the most important part - there COULD HAVE BEEN enough room for us.

    A staff member was currently taking up a table with a customer, her child and her giant buggy. They were filling out a cake order. On the table next to them was an abandoned coat and tea cup. Was it there's? Was it someone else's?

    We asked the staff member sitting down and taking up space if someone was sitting there.

    Silence.

    "Excuse me? Is someone sitting here?"

    *blank expression"

    "Think so. Not sure."

    And then she goes back to her order. Or rather, staring at the woman with a credit card in her hand, who seems to be unable to decide between cream cheese or butter cream frosting.

    "Is there anyway we could make a bit of room...to...sit...eh. Erm..."

    The lady ignored us. An continued to do a task that could easily take place AT THE FRONT COUNTER.

    The other staff member ignored us. The other customers around is continued to ignore, as well, because if the staff didn't care about making enough room for other patrons, why should they?

    A heavy, damp cloud of awkward hung in the air.

    Cold, hungry, pissed off, and then ignored is not a good combination.

    So I mumbled something about them being rude and headed elsewhere. Here's a hint, Primrose Bakery...if there's another bakery around the corner like Ella's Bakehouse, where the staff is friendly and accommodating - don't be a jerk.

    I'll never go back there. It's a shame. Their cakes do look nice. But with rude staff that ignore people and would rather sit on their a**es taking cake orders and a free table. NO THANKS.

  • 3.0 star rating
    10/10/2010

    A friend and I settled on here for a meeting after discovering (tragically) that Bou Tea had closed down.

    Arriving at 3 on a weekday ensured that we bagged one of the three tables, and ordered tea/cakes.

    I had a coconut cupcake with lime icing. The topping was good, the cake so-so. My friend's Mars-bar flapjack thing was so good he had two pieces though.

    If I'm in the area, I'll defnitely go back, especially as we saw crumpets being brought out as we left. They're hardly rare, but you know, any excuse...

  • 2.0 star rating
    17/11/2010

    The cupcakes are good, but not exceptional. I think Lola's are more flavourful, and the cupcake "bread" is nicer. However, Primrose's coffee flavoured cupcake is really good, although their chocolate icing ones are to be avoided. The chocolate hasn't been refined enough, and the really sickly sweet taste reminds me of cheap chocolate.

    While the cupcakes are decent, and definitely better than supermarket-bought cupcakes, I question whether the price is justified. £16.95 for a box of 9 cupcakes is steep, and its more per cupcake if you buy them individually. Considering that Sainsburys often sell 4 cupcakes for £1, to be able to justify these high prices the cupcakes should be exceptional, which they are not.

    Reviewed by The London Insider
    london-insider.co.uk

  • 4.0 star rating
    6/9/2011
    Listed in My London...

    Super cute bakery right behind Convent Gardens (way less crazy and touristy)

    Moist and yummy cupcakes..and you must try the Afghan...sounds dubious, but so light, choclately and yummy.

  • 4.0 star rating
    30/6/2013

    I really randomly stumbled upon this place when walking by during my first trip to London.  They were getting ready to open, but even though they were still closed they were happy to sell me a cupcake.  The one that jumped out at me was the salted caramel.  It was awesome.  Not too sweet and a light and delicate cake.  If only they weren't 4000+ miles away from my home.

  • 2.0 star rating
    25/7/2011

    I first heard about Primrose Bakery when I was given their recipe book as a gift. Primrose Bakery is touted to be the one that introduced cream cheese frosting and the likes to London.

    Heading for a friend's housewarming, I found myself heading to the Covent Garden branch to buy their cupcakes.

    They definitely looked lovely indeed and were a winner in terms of aesthetic.

    When I finally tried the cupcake, I was disappointed. The icing was too dry and hard such that when I was trying to use a spoon to cut and pick up a portion to eat, the icing cracked and jumped out of the cupcake to spray over the sofa in little meringue texture pieces.

    The cake itself was lacking the moist and soft airy texture. Weeks later, I went back again when another friend of mine wanted to get some cupcakes from there. I bought one of their specials and still agree with my initial taste and view.

    I think twice is enough for me, I can think of other places where I would go sooner for my cupcake fix.

  • 2.0 star rating
    25/3/2013

    I stopped here on a rainy afternoon after shopping in Covent Garden, eager for some red velvet goodness. Cupcakes are just under £3 each - a bit much for a small cupcake but I hoped they'd be amazing. Staff were friendly and the decor in the small cafe was cute and welcoming. Sadly the red velvet disappointed me - the cake itself was very dry and the icing seemed to be regular vanilla sugar icing rather than lovely cream cheese icing as it should be. Very disappointing! I have their cake cookbook in which many of the recipes are pretty good so I was expecting better.
    However if you do love their cakes, staff will offer you a cute, practical box to take your cupcake home in. My boyfriend liked this different red velvet as well as one of their nut cookies; shame I didn't enjoy it quite so much.

  • 5.0 star rating
    14/11/2010

    I'm so glad to have found amazing tasting cupcakes outside of NY! The store is delightfully girlie and I love when they have an open table, as the seating is quite limited.  The jewels from Primrose Bakery are moister and lighter than over-hyped Hummingbird.  I ate 3 cupcakes today and want more!  If you're looking for a cupcake place that doesn't slather a heap of frosting that is taller than the cake itself - make a trip to Primrose =)

  • 3.0 star rating
    18/8/2009

    How could I travel to a foreign country and neglect to try one of the most locally endorsed cupcake hot spots? Primrose bakery was cute and nestled in one of my favorite areas of London, Covent Garden. The cupcake was really satisfying. In fact, I had to get up and order another one...but let's be real, when it comes to cupcakes, one is rarely enough.

    • Qype User cassie…
    • Dublin, Republic of Ireland
    • 71 friends
    • 498 reviews
    4.0 star rating
    12/6/2012

    I absolutely love this bakery! It is so close to Covent Garden tube station and gives off the most sensational aromas early in the morning! It is very hard not to be tempted to go in and buy a loaf of fresh bread to munch whilst at your desk at work! They sell bread, cakes, cookies, buns and all the usual baked goods you would expect in a bakery! The cost for one of their delicious treats isn't too bad, perhaps a little more than some bakeries around the UK but it is in London after all! Really great service in here too, always a friendly face to welcome you in.

  • 3.0 star rating
    22/6/2011

    Lovely cakes and coffee, it is average price for the area only complaint it is to small so you don't always get a seat.

    • Qype User chopst…
    • London
    • 12 friends
    • 105 reviews
    2.0 star rating
    25/7/2011

    For photos, please go to chopstix2steaknives.blog…
    I first heard about Primrose Bakery when I was given their recipe book as a gift. Primrose Bakery is touted to be the one that introduced cream cheese frosting and the likes to London.
    Heading for a friend's housewarming, I found myself heading to the Covent Garden branch to buy their cupcakes.
    They definitely looked lovely indeed and were a winner in terms of aesthetic.
    When I finally tried the cupcake, I was disappointed. The icing was too dry and hard such that when I was trying to use a spoon to cut and pick up a portion to eat, the icing cracked and jumped out of the cupcake to spray over the sofa in little meringue texture pieces.
    The cake itself was lacking the moist and soft airy texture. Weeks later, I went back again when another friend of mine wanted to get some cupcakes from there. I bought one of their specials and still agree with my initial taste and view.
    I think twice is enough for me, I can think of other places where I would go sooner for my cupcake fix.

  • 3.0 star rating
    28/7/2011

    With claps and squeals of delight, it was on a recent shopping trip that my friend and I stumbled upon this treasure trove of a bakery just off Covent Garden. More twee than a Disney movie, Primrose Bakery is an upscale cake haven that is suitable for kids, but really caters for grown-ups of the female variety. Help yourself to a (quite amazing) cup of cappuccino and a fine & divine cupcake topped with one of an array of sugary sweet halos of icing. With minimal tables, I imagine this place is chocca at the weekend, and for good reason too, but should you be so lucky to bag a space, take the time to enjoy this cute little sweetspot with your best female friends, reading coffee table magazines and people watching from the big window. With Class A cupcakes, this is the fine dining of floured goods.

    • Qype User Kerrie…
    • London
    • 1 friend
    • 9 reviews
    3.0 star rating
    29/3/2012

    I ordered from Primrose at last minute realising I needed a birthday cake for a 30th birthday. I emailed in hope they would be able to help me out with 6 cupcakes (3 choc/3 vanilla) with a happy birthday message written on them. I was thrilled when they confirmed it would be possible and they would be there within 1.5 hours (great just what I needed). The reason I gave it 3 stars is although the service was clearly good, and the cupcakes were nice. They proceeded to completely rip me off with delievery charges. The cupcakes cost £12 (resonable) the delivery was £13.. from WC2B to WC2H! Which is completely rediculous, and the fact that I asked the cost before and they wouldnt tell me (just that they would give a receipt) was just an excuse for them to take advantage of my desperation for a birthday cake! In the end my 6 fairly good cupcakes cost me £25! I will not be recommending or ordering again. TBH I feel robbed by this company! foodiefondue.blogspot.co…

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