Cruffins Opens First UK Location on Drury Lane
Riga’s cult pastry sensation brings its signature filled pastries and brand-new Cruffin Burgers to Covent Garden
After building a devoted following in its hometown of Riga, Latvia, Cruffins has made its UK debut with the opening of a yellow-fronted flagship bakery on Drury Lane.
Famous for their flaky croissant-muffin hybrids, Cruffins has reimagined the pastry format with house-made fillings and a focus on high-quality ingredients. Alongside their signature sweet cruffins, the London launch introduces an entirely new product: the Cruffin Burger, using their flaky laminated dough to create rich, layered savoury sandwiches packed with delicious fillings.
The London menu showcases sweet creations, including Raspberry Cheesecake filled with tangy coulis and whipped cream cheese, Pistachio with silky ganache and crushed nuts, a Coconut-pineapple, and a decadent Snickers cruffin with caramel and roasted peanuts.
A dedicated breakfast range, served from 8am daily, includes a Salmon and Avocado, a Chicken Caesar, and The Londoner, a Drury Lane exclusive featuring smoked bacon, brown sauce hollandaise and a soft Clarence Court egg.
To accompany the bakes, Cruffins will serve specialty coffee by Volcano, premium teas and matcha – all available iced while the summer weather holds. Kombucha, beer and a selection of sparkling wines and Champagne will also feature on the menu.
The blue and white interiors reflect the brand’s signature design that features across the walls, the menus and their beautiful takeaway packaging. Cruffins sits in the heart of Covent Garden, with 50 seats for dine-in and a handful of outdoor tables perfect for people-watching over pastries.
Also launching is the Cruffins Club, a playful loyalty scheme offering regulars the chance to unlock secret flavours, rewards and surprise gifts through repeat visits and creative interaction. Customers can sign up at the link here.
“London has one of the most exciting, creative and highly discerning food scenes in the world. We know we have to earn our place here — and that’s exactly what we intend to do,” says Mr. Janis Vilisons, Director of Cruffins. “We’ve built a brand around craft, quality and imagination, and this opening is just the beginning for Cruffins in the UK.”
Cruffins London is now open at 181 Drury Lane, WC2.
Leave a comment