LCC x MST: A Decade of Dough – Celebrating Crosstown

This issue of My Soho Times magazine is presented by MA Journalism students from London College of Communication (LCC) who have assumed responsibility of producing content as part of their collaborative unit. This special edition is a reflection of their ideas and creativity, featuring their chosen articles, images and social media content (keep an eye out on our TikTok for more!), all centred around the vibrant central London area loved by visitors and locals alike… Experience the world of Soho through their distinctive perspectives.

A Decade of Dough at Crosstown

Written by Mary Jane (MJ) Viado

Crosstown has proudly been serving the nation with not only doughnuts, coffee, and ice cream, but moments filled with smiles from their unique and delicious flavours.

The Crosstown Effect

It all started as a market stall on Leather Lane Market back in 2014. This is where I started my journey with Crosstown over two years ago, and I am still proudly serving within the market team. I don’t think I’ve ever worked in an environment filled with such warmth, unity, and support.

I remember having mixed feelings and anticipation as any 19-year-old would on their first day at a new job. However, my team created nothing but a welcoming and vibrant atmosphere, while teaching me how to deliver Crosstown goodness to its customers.

Considering how big Crosstown has become, everyone does their best to look after each other, no matter the department. We have developed a sense of togetherness and a dedicated support system amongst each other. It is a special bond that has only made us flourish in the way that we have been. Throughout my time so far, I have met many amazing individuals who have equally seen Crosstown develop since the start. From hearing stories around the markets of people working hard to build up their brands from small businesses to big stores, getting to know traders through conversations of what has inspired them to expand their brand has always been so wholesome to hear. This is representative of Crosstown’s journey.

The type of growth that Crosstown has made over the years has spread onto my individual growth with them. They have offered me constant opportunities to thrive and explore my strengths and skills, some of which I didn’t know existed.

This is one of the many effects that Crosstown has, and I’ve been lucky to experience this.

The Secret to Crosstown’s Success: FLAVOUR

Crosstown has created a myriad of flavours over the years, which has sparked many conversations between the people who come to know Crosstown. “We’ve created a nostalgic feeling amongst our customers as they’ve celebrated their birthdays or weddings or any special event with our product, which reflects on them being a part of our journey too. It’s very heartwarming,” Miles Ridley, Market Manager shares sentimentality.

Photo by Rafael Bonito Cheira Xavier De Pina

I’ve always been struck by the generous variety there is to pick from. Anyone who has worked for Crosstown will always say that the Cinnamon Scroll is the avid favourite and the brand’s bestseller. It’s the ultimate comfort food made from Crosstown’s signature hybrid sourdough, with thick layers of cinnamon and sugar hiding underneath each scrolled layer of dough, topped with a sweet Tongan vanilla bean glaze, and generously sprinkled with a vanilla crumble.

Crosstown caters to every season, whether it be something seasonal with the current Pistachio & Rose or having recently celebrated Lunar New Year with the Pandan Lamington. In my opinion, the variety is something that no other brand can compete with, and this is exactly what makes Crosstown the special gem that it is.

Enjoy Crosstown’s latest collaboration with Oatly – Cinnamon Scroll Latte, available in selected Crosstown stores. www.crosstown.co.uk

Written by Mary Jane (MJ) Viado