TikTok creators review London's 'gentrified' bakeries

In a viral trend on TikTok, Londoners are reviewing upmarket bakeries and cafes in their neighborhoods, sparking conversations about gentrification and the changing face of local businesses.

Moses Combe, a 21-year-old from north London, started a series of videos called the 'Endz Department for Research', where he reviews upscale cafes that he wouldn't normally visit. His goal is to investigate the changes happening in his own backyard. Combe's review of Jolene, a bakery he describes as 'giving Gail's Pro Max', comes to £14.20. He enjoys the sausage roll, saying 'They did not skimp out with that sausage, bro.'

Combe isn't alone in his reviews. Kobi Coker, a 27-year-old comedian and educator, also reviews 'gentrified' spaces. He says his videos exploring these areas weren't initially intentional but were sparked by noticing new, upmarket establishments opening up on his road during his daily commute. Coker has reviewed the Dusty Knuckle bakery, Jolene, Gail's, and Pret, often joking about his experiences.

The trend has led to discussions about gentrification and its impact on local businesses. Coker notes that while some new businesses bring new ideas, the problem is that long-time residents 'aren't necessarily able to participate in it.' Matthew Roberts, operations manager at Jolene, welcomes the attention, saying it's 'all very positive' and that they want to 'welcome absolutely everybody.'

Other reviewers, like Daniel Poon, a 27-year-old content creator, review mainstream chains when they release products inspired by other cuisines. He reviewed Pret's ube drink, saying it didn't feel authentic to the original Filipino flavor. Poon appreciates chains' efforts to branch out and try new things, but also values diversity and trying different cuisines.