We noticed that you're using an unsupported browser. The TripAdvisor website may not display properly.We support the following browsers:
Windows: Internet Explorer, Mozilla Firefox, Google Chrome. Mac: Safari.

Primrose Bakery

42 Tavistock Street, London WC2E 7PB, England
+44 20 7836 3638
Map updates are paused. Zoom in to see updated info.
Reset zoom
Updating Map...
  • Excellent43%
  • Very good29%
  • Average13%
  • Poor6%
  • Terrible9%
Travellers talk about
“cupcakes” (95 reviews)
“covent garden” (17 reviews)
Closed Now
British, American, Cafe, Gluten Free Options
$$ - $$$
42 Tavistock Street, London WC2E 7PB, England
All Details
Write a ReviewReviews (207)
Traveller rating
Traveller type
Time of year

1 - 10 of 148 reviews

Reviewed 4 weeks ago via mobile

Avoid custom cakes. Sure they are tasty but has a completely unreliable service if you are looking for a custom cake. Despite placing order days in advance and charging you they’ll get in touch an hour before delivery to let you know they can’t provide...More

1  Thank Pilar S
Reviewed 1 January 2018

I bought a couple of treats to-go when in Covent Garden. I have visited Primrose before at their Camden location and the standard here was equally good. The staff were friendly and very helpful when it came to the difficult decision of what to buy!...More

Thank GuruLark
Reviewed 12 December 2017 via mobile

Having read thousands of reviews praising this place we decided to treat my mum here for a birthday cake. The staff are really dismissive (apart from one). The cakes leave alot to be desired. We had their recommendations of the red velvet and salted caramel...More

3  Thank Saintlysinner
Reviewed 8 December 2017

I was supposed to receive a 32 person birthday cake late November however it was never made. When I called customer services they apologised and said there was a system error. They refunded my order and offered complimentary cupcakes and cake to the venue I...More

2  Thank 349elle97
Reviewed 21 November 2017 via mobile

This is basically a tea shop offering various teas, coffees and soft drinks and very nice it was too. An excellent choice of cakes and snacks all coming with a smile from the two great servers.

Thank brian_uk12000
Reviewed 4 November 2017

I really like this neat little place. It's relaxed, cute, quiet and great for a cup of coffee, cupcakes, and coffee cakes. There are only a few tables so at times it may be hard to squeeze in. The staff is friendly, I enjoyed every...More

Thank Bustravel88
Reviewed 30 October 2017 via mobile

Popped in with friends for a cup of tea and cake before see a show. The cafe is very small seating around 10-12 max and it would be very full. Nicely decorated environment. Good selection of cupcakes with a couple of large cake to choose...More

Thank Joann K
Reviewed 18 October 2017 via mobile

Beautiful little find. I wasn't hungry but had to pop in for a cappuccino and cake as the setting pulled me in. Friendly staff and beautiful cupcakes

Thank adammorgan12345678
Reviewed 2 October 2017 via mobile

I live locally in Covent Garden and found this little bakery for a good cuppa coffee and delicious cupcakes. It’s cute and quiet, with a bright interior and big windows for lots of natural sunlight. Lovely for a catch up coffee with a couple of...More

Thank Paul D
Reviewed 20 August 2017 via mobile

We went to this branch as it was right next to Covent Garden, so its in a good location but just off the main road. The bakery itself is tiny but light and airy, and smells DEVINE! I had a latte and a Salted Caramel...More

Thank Désirée T
Covent Garden
Whether you're headed here to check out the multitude
of shops, theaters, cafes, pubs, and restaurants, or
simply to be among the multitude of people who pass
through this pretty part of town, you'll love soaking
up the festive and historic atmosphere in and around
Covent Garden. Even if you don't have tickets to the
opera or a show at one of the many famous theaters
here, don't be surprised if find yourself captivated
Nearby HotelsSee all 1,080 hotels in London
One Aldwych
2,298 reviews
.09 km away
The Waldorf Hilton London
4,615 reviews
.09 km away
ME London
3,022 reviews
.12 km away
Strand Palace Hotel
10,845 reviews
.17 km away
Nearby Restaurants
524 reviews
.02 km away
San Carlo Cicchetti- Covent Garden
1,454 reviews
.06 km away
Champagne+Fromage - Covent Garden
522 reviews
.06 km away
Cote Brasserie - Covent Garden
2,480 reviews
.02 km away
Nearby Attractions
Aldwych Theatre
818 reviews
.13 km away
Theatre Royal Drury Lane
954 reviews
.07 km away
Novello Theatre
645 reviews
.05 km away
Lyceum Theatre
816 reviews
.09 km away
Questions & Answers
Get quick answers from Primrose Bakery staff and past visitors.
Note: your question will be posted publicly on the Questions & Answers page.
Posting guidelines
Improve this listing

Restaurant Details

Rating summary
  • Food
  • Value
Average prices
US$4 - US$10
Restaurant features
Delivery, Takeout, Seating, Street Parking
Good for
Child-friendly, Kids
Open Hours
12:00 p.m. - 5:00 p.m.
10:00 a.m. - 7:30 p.m.
10:00 a.m. - 7:30 p.m.
10:00 a.m. - 7:30 p.m.
10:00 a.m. - 7:30 p.m.
10:00 a.m. - 7:30 p.m.
10:00 a.m. - 7:30 p.m.
Location and Contact Information
  • Address: 42 Tavistock Street, London WC2E 7PB, England
  • Location: Europe  >  United Kingdom (UK)  >  England  >  London>  > Covent Garden
  • Neighbourhood: Covent Garden
  • Phone Number: +44 20 7836 3638
  • E-mail
Primrose Bakery was founded in October 2004. Having started out baking for children's parties, Martha Swift and then business partner Lisa Thomas, quickly noticed how well the cupcakes went down with adults! Now twelve years on, Martha Swift is sole owner and the business continues to go from strength to strength. We have three shops located in Primrose Hill, Covent Garden and Kensington, plus five cookbooks and an App. At times it's hard to believe that something that started at home has grown so much. It gives us all a huge sense of satisfaction to see people queuing out into the street on a Saturday afternoon, waiting to buy our cakes - there is no better feeling than this, to see that people really do want to buy and eat what we have made. We have tried to keep it to simple old fashioned cooking, using good quality, seasonal and well sourced ingredients, as one might use at home when baking for your own children, friends and family.
Is This Your TripAdvisor Listing?
Own or manage this property? Claim your listing for free to respond to reviews, update your profile and much more. Claim Your Listing