Hot on the heels of a successful last years’ trading report, the independent, food-led coffee chain, SOHO Coffee Co. opens its new store on Wigmore Street, Marylebone today. This is the first of three new stores due to open by early September. In true keeping with SOHO’s two key principles of ‘something for everyone’ and ‘customisation’, the brand continues to reinforce its freshly prepared hot food credentials with an extended jacket potato and toastie menu.


The new store offers a lovely choice of hot and cold dishes from breakfast through to the evening, along with its signature, triple-certified coffee, a great range of dairy-free, vegan smoothies and freshly squeezed orange juice.


Freshly prepared daily and toasted to order, topping the bill is an extensive range of indulgent toasties, using a naturally fermented sourdough developed in partnership with SOHO’s award-winning family-run baker of choice. Punctuated with Smoked Applewood and Jarlsberg cheeses, the range features the ‘Smokin’ Rooster’, a delicious blend of BBQ chicken, bacon and melted Applewood cheese, alongside the exclusive ‘Wigmore Yorker’, turkey breast, peppered pastrami, Jarlsberg cheese & gherkins. Toasties are accompanied by Martin’s Donkey Sauce (a delicious dipping sauce with “a bit of a kick” that can be attributed to the recently appointed Head of Innovation, Martin Willsher.


Situated on the corner of Wigmore and Duke St, SOHO has amalgamated customer research with the new locality and believes the jacket potato menu offers customers something new and wholesome in this busy area of London; from ‘Veggie Chilli with melted cheese’ to ‘Chicken Mayo with crispy bacon’. Jackets come with a great choice of simple, summery, freshly prepared salads including Courgette & Mint, Carrot & Sultana, Tomato & Cucumber and this season’s SOHO Summer Slaw.


With food accounting for an increasing proportion of SOHO’s sales mix, the new unit will also offer the usual SOHO ‘grab ‘n’ go’ chiller; from summer breakfast birchers to fruit pots and SOHO’s own cold-pressed juices and sandwiches.