Fortitude Bakehouse

Hidden away down a picturesque cobblestone mews next to Russell Square tube, Fortitude Bakehouse has gone viral for its luxurious beignets, and with good reason.

You’ll probably spot the queue before you spot the bakery, since this is a ‘get them while they’re hot’ type of deal - Fortitude’s signature pastries are available from 11am, and once they’re sold out, they’re sold out. If you manage to get there in time, you’ll find yourself confronted by an almost overwhelming white wall of cream lightly dusted with cinnamon, that dwarfs the layers of decadent fried dough that surround it.

And it’s not only beignets. The mastermind behind the pastry offering here is Dee Rettali, who takes frequent trips to Morocco to find inspiration for her baking. The result is an imaginative range of pastries on a menu that changes frequently, but may include savouries like merguez rolls with chermoula and parmesan, or sweet treats such as bear claws infused with almond and orange water. All this can be washed down with a range of Moroccan teas (Marrakech blue is a particular highlight), as well as a full espresso bar.

The interiors are surely part of the appeal here, even though this isn’t actually an eat-in joint. The royal blue awnings and wooden benches have the vibe of a friendly neighbourhood bakery in a rom-com, and when you’re given your pastry of choice in a greasy paper bag, you can stroll around Bloomsbury, or sit watching the world go by in Russell Square, to complete the cinematic illusion.

If you’re looking for your new go-to morning spot in central London, and you don’t mind enduring a bit of queuing, you can’t go wrong with Fortitude.