Tesco has unveiled its new Hot Cross Bun Café in Shoreditch, which will offer customers a “one-of-a-kind dining experience” centred around the Easter staple.
The café will be open for one week only, on Great Eastern Street in central London’s Shoreditch district. Revellers will be able to enjoy various dining options ranging from brunch to afternoon tea, and even five course “fine dining”, starting at £5 per head.
The menu will exclusively feature Tesco items with “an innovative twist on the hot cross bun”. Vegan and gluten free options will be available, as will colouring kits to ensure that families can enjoy the café during the Easter break.
Bookings can be made via OpenTable, although some tables will be held for walk-ins.
All the café’s proceeds will be donated to Tesco’s charity partner, The Trussel Trust, a charity that stocks food banks nationwide and focuses on ending food poverty in the UK.
The grocer has also announced a new range of Hot Cross Buns to be released in its stores, with 11 innovative twists available, including Tesco Finest Blueberry Hot Cross Buns, Tesco Finest Hot Cross Bun Bread and Butter Pudding and Tesco Finest Hot Cross Scones.
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“After two years of pared back celebrations, we wanted to do something special to bring people together this Easter – both through the Tesco Hot Cross Bun Café experience, and with this year’s products,” Tesco chief customer officer, Alessandra Bellini said.
“The hot cross bun is very much having a moment in 2022, as reflected by our focus on quality at an affordable price along with innovation in this year’s ranges.
“We wanted to make sure that this year’s was our best, but also go one step further and create a memorable Easter experience that allows hot cross bun lovers to enjoy our extensive offering in a variety of new and unexpected ways.”
The ‘Hot Cross Bun Café’ experience was put together but PR agency Splendid.
Its client lead and client partnerships director, Debi Clay-Moore said: “Easter is traditionally a very competitive space, especially amongst retailers, so with the Tesco Hot Cross Bun Café we sought to not only do something that was new, exciting and a UK first, but also an affordable way for families to enjoy the season, with prices from just £5 a head, what’s not to love.
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