Peach Season Means London Restaurants Get Their Summer Menus Out | Eater London

"A rapidly expanding doughnut chain known for gaudily decorated, maximalist baked goods and conspicuous product names, with multiple branches in some of the city's most desirable areas. Its Instagram presence is a full-on visual assault, and its signature creations prioritize spectacle—for example, an over-the-top 'bangin' popcorn' glaze piled with chocolate beans, popcorn, cola bottles and chunky Mars bar slabs—raising the question of whether the overloaded sweets are desirable on taste alone. Regardless, the brand’s gimmicky excess and strong social-media game make it perfectly suited to filling vacant high-street units and the current craving-for-more moment." - George Reynolds