Paul Hollywood and SSP Open London Bakery

SSP, a leading operator of food and beverage outlets in travel locations worldwide, has teamed up with renowned baker and star of “Great British Bake Off” TV show Paul Hollywood to create a coffee and bakery concept at London’s Euston station. KNEAD by Paul Hollywood will welcome its first customers at the end of September. 

KNEAD will serve breakfast items including hand-crafted barista coffee, Paul’s breakfast favorites and a selection of freshly baked pastries and cakes. The store has been designed with all occasions in mind and has indoor seating, mobile charging points.

Adding to the atmosphere, customers will be able to watch their food being prepared and cooked live in the open plan kitchen, and will be able to choose the freshly baked roll or piece of crispy bacon they’d like in their sandwich.

Paul Hollywood said, “KNEAD has been a project I’ve been working on for some time, and I can’t wait for you to come and experience what we have created. We have worked hard to give our customers something different, making sure we use the best possible ingredients and give customers the greatest service. Just wait until you taste the difference in my bacon butties and sausage rolls!”

Simon Smith, CEO of SSP UK said: “We are delighted to be working with one of the country’s most celebrated and recognized bakers to bring a concept that’s new and exciting to the people who travel through or live and work in and around Euston.”