On your marks, get set... Bake! GBBO's Paul Hollywood is opening a bakery at Euston station this month

SSP, specialising in food and beverage outlet operations in travel locations worldwide, has teamed up with Great British Bake Off’s Paul Hollywood to create a brand new coffee and bakery shop at London’s Euston railway station.

KNEAD, by Paul Hollywood, will welcome its first pack of customers at the end of this month. It is a creation to incorporate Hollywood’s love of baking, and will be a great addition to Euston’s wide food selection on offer already.

The outlet is intending to open every day to serve hand-crafted barista coffee and Hollywood’s favourites like the bacon butty. The lunchtime menu will feature classics such as mash and gravy, pies and sausage rolls alongside cakes and pastries, of course.

Speaking about KNEAD, Paul Hollywood said: “KNEAD has been a project I’ve been working on for some time, and I can’t wait for you to come and experience what we have created.

“We have worked really hard to give our customers something different, making sure we use the best possible ingredients.”

The store will have access to Euston’s free WiFi, and has been designed the fast-paced lifestyle of the station with indoor seating and mobile charging points.

Simon Smith, CEO of SSP UK, commented: “We are delighted to be working with one of the country’s most celebrated and recognised bakers to bring a concept [to Euston] that’s new and exciting.”

Customers will also be able to watch their food being prepared and cooked from the open plan kitchen, choosing exactly which piece of meat or bread roll they would like.

The commercial director of retail at Network Rail Property, Hamish Kiernan, also said: “The fact that Paul Hollywood has chosen Euston as the site of the very first KNEAD is an indication of our station’s reputation.

“Network Rail stations have already established themselves as destinations in their own right and our retail offer means more people are coming [here] to shop, meet and eat. KNEAD makes an exciting to Euston that we hope our customers and passengers will enjoy.”

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