You’ll Lose Your Mind Over the Cadbury Creme Egg Pop-Up Cafe

The line is even longer than it looks in this photo — it wraps around the bend and down that block! (Photo: Bridget Harrison)

Would you stand in line for an hour to eat a Cadbury’s Crème Egg? Maybe not. But how about if it was served as a “toasty” (a.k.a., a toasted sandwich) oozing warm, gooey, chocolate-y yumminess? Are you drooling yet?

Well, you wouldn’t be alone. The hottest opening in London’s trendy Soho neighborhood right now is not a Michelin-starred restaurant or an A-listers’ cocktail bar. It is the pop-up Cadbury’s Crème Egg Café on Greek Street, where the only thing on the menu is the U.K.’s most famous Easter treat.

If you’re not fully familiar with Cadbury Crème Egg, first of all, what rock have you been living under? And you have no idea what you’re missing — it’s an addicting hollow chocolate shell shaped into an egg, with sweet, sugar,y white and yellow (“yolk”) filling.

But it’s not just ordinary Cadbury Crème Eggs on the menu at the new pop-up cafe.

The Crème Egg Toasty (Photo: Cadbury)

Here, you can scarf down a “Crème Egg Toasty,” where the Crème Egg is crumbled up and melted and sealed between two slices of buttery toasted bread.

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A chocolate take on the traditional British egg and soldiers breakfast. (Photo: Cadbury)

The “Egg and Soldiers,” a take on the classic British breakfast of a soft boiled egg with strips of toast to dip in the yolk, but here the boiled egg has been replaced by a Crème Egg.

Crème Egg Tray Bake — we’ve died and gone to Crème Egg heaven. (Photo: Cadbury)

There’s also a “Crème Egg Tray Bake,” essentially a chocolate cake; and even a sort of healthy option — “Fresh Strawberries and a Mini Crème Egg.”

Incredibly, bookings for the pop-up’s seven-week run sold out in under an hour. But some tables have been held back for drop-ins, and Creme-aholics have been queuing round the block for them.

“When I found out about the café I was like, ‘Oh my God, I have to go down there,’” said one such Crème-aholic, Brook Touche from East London. She makes Crème Egg brownie recipes at home, so was keen to sample the café’s creations. “We’re going to order all of them!”

“I’ll queue for as long as it takes,” agreed her fellow line-mate Cazz Baig. “I am a massive Crème Egg Fan.”

Once you get inside the café, you’re treated to the full “egg-sperience.” Every waiter has an egg joke on the top of his tongue. You can push an “Egg Button” and a Crème Egg will come flying down a clear plastic tube for you to grab. The bathroom is wallpapered in the confectionary’s distinct purple, gold and red wrappers. There are tableaus of smashed-Egg crime scenes complete with police tape. There’s even a Crème Egg mouse-trap by a fake mouse hole on the café’s narrow’s stairs. It’s an Instagrammer’s paradise.

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At the takeaway bar you can grab the toasty for £2 (about $2.85). Or you can head upstairs to the tiny dining room where the four menu options cost £4 ($5.70) and come with a cup of coffee or tea. It’s not roomy — you have to cosy up together on small round tables, but no one seems to mind.

“We’re all here for the same thing – our love of chocolate,” says Kathy Laws, 45 from Berkshire who timed a theater trip to London with the cafe’s opening. “Part of the fun is squeezing in,” said Kevin Peters, 22, from Essex, who’d come down with his boyfriend Mark. Call it Crème Egg camaraderie.

Everyone was going for the toasty. Now dare I admit, I‘m not normally big on Crème Eggs — I find I can just never get through that sugary yellow and white center bit. So my plan was just to nibble on one, all in the name of research, you understand.

But damn it was good.

The author and her toasty, “in the name of research.”

The slightly salty toast was a perfect antidote to the sugary inside. A bit like a really oozy, hot-chocolaty croissant. Whoever came up with that one, top marks mate. The Egg and Soldiers were deemed a bit less successful by Kathy, however. The creamy inside is not quite runny enough to take a decent dipping from the toast. But that was “a small quibble” she said. Overall, the whole cafe experience was “a lot of fun,” and it serves a “an excellent cup of tea.”

Getting “Egged” on, in the ball pit.

One floor up there’s more “egg-excitement” to be had. Post pig-out, you can flounder around in a pit full of plastic balls colored in Creme Egg reds, yellows and purples. The space might have been better used for a bit more seating, but I guess you’ve got to work off that sugar rush some how.

Staff say they’ve been amazed by the enthusiastic reception to the pop-up. “It’s been fantastic,” says Shane Amcorn, the cafe host. “From kick off we’ve had people queuing, and mid-afternoon it reaches fever pitch. People just seem to be mad on Crème Eggs.”

But then the Cadbury’s Crème Egg — which first went on sale in the U.K. 45 years ago — has always had something of a cult following. Cadburys says fans regularly send in ideas for Crème Egg-based dishes. The toasty recipe got 70,000 likes when it was posted on the company’s Face Book page.

Then there has been the recent hot debate over the Crème Egg recipe itself, prompted by the controversial takeover of Cadburys by U.S. food giant Kraft in 2010. Egg die-hards complained Kraft had ditched the thick, Dairy Milk shell for an inferior thinner one made from a standard cocoa-mix chocolate. The company said it had changed the recipe, but most fans preferred the new eggs.

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Photo: Cadbury

And certainly those in Soho last weekend said the recipe change didn’t bother them: “I’ve been eating Crème Eggs since I was 7 and I can’t tell the difference,” said Matthew Orem, 17, from Dartford. “It’s hardly a thing to be worried about.”

The Crème Egg Café, 26 Greek Street, London, U.K., is open weekends between 2 p.m. and 6 p.m. and weekdays between 5 p.m. and 9 p.m. All profits go The Prince’s Foundation, a charity set up by Prince Charles to help give young people opportunities.

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