Crumpet pro Jones’ Crumpets is opening a cafe. It arrives almost a decade since founder Ian Endfield, who formerly worked as a musician and a showrunner at a production company, launched his brand, following nine months of perfecting a crumpet recipe that has landed his griddle cakes in restaurants like Ottolenghi’s Rovi and Cafe Jikoni, as well as in delis and market stalls across town. The cafe will open on Golborne Road in Notting Hill next month, with sweet and savoury toppings available on top of the brand’s key flavours: classic, double cheese, cheese and chive, and dark chocolate.
The menu will change with the seasons, but always include a lead breakfast dish, two all-day savoury dishes and a sweet option. There’ll also be a range of topped crumpets to take away, and coffee will be by Allpress. Serving crumpets to dine in harks back to the brand’s beginnings: when Endfield first launched Jones’, he hosted a supper club in his flat, with crumpets featured in every dish. “We served pumpkin soup with crumpet croutons, a spiced shakshuka-style main, and mini crumpet baklava for dessert,” Endfield told Broadsheet earlier this year.
Early- and mid-century design will inform the stripped-down space. A neutral colour palette will run throughout, with a stainless-steel counter dominating the room and natural materials like quarry tiles and birch joinery used throughout. Texture will come from a WPA- and German expressionist-inspired mural that will spread across the walls.
Jones’ Crumpets crumpets are quite a few steps above the overly chewy mass-produced numbers you’ll find at your local supermarket. They have a strong crumb, but plenty of airiness for the bread to soak in. And while they are dairy-free, they have a subtle buttery flavour which Endfield puts down to either “the caramelisation of the base when cooking or the fermentation process”.
Jones’ Crumpets cafe opens at 44 Golborne Road, W10 5PR in October.
