What Brigit's Bakery does

Brigit's Bakery (legal entity Brigit's Afternoon Tea Ltd) is a London-based hospitality experience company founded in 2013 by CEO Cedric Bloch. It originated London's original Afternoon Tea Bus Tour by converting vintage 1960s Routemaster buses into mobile afternoon tea venues and has since built a portfolio of themed tours (Peppa Pig, PAW Patrol, Paddington, MONOPOLY, Cat in the Hat, Cath Kidston, Halloween, Christmas/Grinchmas) operated through licensed IP partnerships with Hasbro, Paramount/Spin Master, Studiocanal, and Dr. Seuss/Random House. It also operates a 180 sqm two-floor Covent Garden tea room with three private dining rooms, an afternoon tea delivery and picnic service to WC2 and Greater London, and private hire of buses and Thames boats (Edwardian up to 50 guests, Elizabethan up to 120 guests).

The business is entirely transactional and experience-based, with no proprietary technology platform or AI components. Revenue is generated from individual ticket sales (adults from £37-£50), alcohol add-ons (Prosecco from £9 per glass, premium Champagne up to £350 per bottle), private hire (£780-£2,992 per bus booking, scaled by group size), corporate events, and wholesale afternoon tea catering to London hotels and restaurants supported by SALSA food safety certification. A 2024 wheelchair-accessible Routemaster conversion (the first of its kind) extends accessibility across the fleet.

The company is privately held and founder-owned with no external institutional capital, operating exclusively in London. Distribution is omnichannel via direct website (b-bakery.com), the FeverUp ticketing platform for themed tours, walk-in retail at Covent Garden, a dedicated corporate sales team, and a gift voucher e-commerce store, supported by social media marketing across Instagram, Facebook, TikTok, X, and YouTube.

Name

Brigit's Bakery

Legal name

Brigit's Afternoon Tea Ltd

Website

https://b-bakery.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Brigit's Bakery is a founder-owned London hospitality company founded in 2013 that operates vintage Routemaster afternoon tea bus tours, themed IP tours, a Covent Garden tea room, and Thames boat private hire, serving tourists, families, and corporate clients.

Ownership category

akta.pro rank

Product category

Hospitality and Food Service

NAICS

Scenic and Sightseeing Transportation (487), Scenic and Sightseeing Transportation, Water (48721)

SIC

Bakery Products (2050)

akta.pro primary industry

Tea Rooms & Tea Cafes (THAFADAF)

akta.pro secondary industry

Mobile / On-Site Catering (Food Trucks for Events, Pop-Ups) (THAFAIAJ)

Keywords

• Afternoon tea tours
• Sightseeing bus experiences
• Themed hospitality events
• Private event hire
• Afternoon tea catering

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Afternoon Tea Bus Tours: Core revenue stream from 90-minute London sightseeing tours aboard vintage Routemaster buses featuring afternoon tea. Tours include Classic, themed (Peppa Pig, PAW Patrol, Paddington, MONOPOLY, Cat in the Hat), and seasonal tours (Halloween, Christmas/Grinchmas). Revenue from individual ticket sales plus add-ons like Prosecco, Champagne, and specialty drinks.
2. Covent Garden Bakery: In-person afternoon tea service at the Covent Garden tea room, including pre-theatre Paddington afternoon tea, standard afternoon tea, and private room hire for events.
3. Private Hire - Buses and Boats: Exclusive hire of vintage Routemaster buses and Thames boats for private events including corporate events, birthdays, hen parties, baby showers, anniversaries, and weddings. Includes afternoon tea and 90-minute tours. Branded bus options available for corporate clients.
4. Afternoon Tea Catering: Wholesale afternoon tea supply to hotels and restaurants in London. Customised sweet and savoury treats branded to match client requirements. SALSA approved food safety certification supports B2B credibility.
5. Afternoon Tea Delivery & Picnic: Home delivery of afternoon tea packages to WC2 and Greater London. Afternoon tea picnic lunch for pickup. Both require 24 hours notice.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels10 records

Core offering

Brigit's Bakery operates vintage 1960s Routemaster double-decker buses converted into mobile afternoon tea venues, offering 90-minute sightseeing tours of London landmarks paired with traditional and themed afternoon tea service. The company also runs a tea room at Covent Garden, private hire services for buses and Thames boats, wholesale afternoon tea catering for hotels and restaurants, and home delivery of afternoon tea across London.

Product overview

Brigit's Bakery is a hospitality company offering afternoon tea experiences primarily in London, built around its flagship innovation: the Original Afternoon Tea Bus Tour launched in 2013 aboard a vintage 1960s Routemaster bus. The core product portfolio spans three main pillars: (1) Afternoon Tea Bus Tours — including the Classic Afternoon Tea Bus Tour, family-themed tours (Peppa Pig, PAW Patrol, Paddington, MONOPOLY), and seasonal/holiday tours (Halloween, Christmas Lights, Grinchmas); (2) Brigit's Bakery Covent Garden — a tea room offering traditional, vegetarian, vegan, halal, and gluten-free afternoon tea menus, plus delivery and picnic services; and (3) Private Hire & Catering — including Routemaster bus hire, party room hire, Thames boat parties, corporate events, and wholesale catering for hotels and restaurants. The company operates as a single unified service brand with themed sub-experiences rather than a modular software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Afternoon Tea London Sightseeing Bus Tour The flagship 90-minute London sightseeing tour aboard a vintage 1960s Routemaster bus featuring traditional afternoon tea while touring past Big Ben, Westminster Abbey, Buckingham Palace, and the London Eye. Targeted at tourists and visitors to London.
• Themed Bus Tours (Peppa Pig, PAW Patrol, Paddington, MONOPOLY) Family-oriented themed afternoon tea bus tours featuring character-guided animations, interactive entertainment, bespoke menus with character-themed names, and special keepsakes. Includes Peppa Pig, PAW Patrol, Paddington Bear, and MONOPOLY branded experiences aimed at families with young children.
• Seasonal Bus Tours Time-limited themed bus tours including Cath Kidston, 4th July celebration, Spooky Halloween, Grinchmas (Christmas), Christmas Lights, and other holiday-specific experiences offered throughout the year.
• Brigit's Bakery Covent Garden A tea room located in Covent Garden offering traditional afternoon tea experiences in a relaxing sanctuary setting, with private rooms and seating over two floors. Located near London's theatre district for walk-in and booked visitors.
• Routemaster Bus Private Hire Private hire of vintage Routemaster double-decker buses for events. Includes afternoon tea, 90-minute tour, hot drinks, and free takeaway mug. Available as classic or long-wheeled options with capacities from 12 to 44 guests, with weekday and weekend pricing.
• Thames Boat Party Vintage boat hire for afternoon tea party cruises on the Thames. Two boat options: Edwardian (up to 50 people) with open deck terrace, and Elizabethan (up to 120 people) with dance floor and open sky roof. Departs from Butler's Wharf Pier near Tower Bridge.
• Corporate Events Bespoke bus hire packages tailored for corporate events including office Christmas parties, product launches, PR and marketing events, team building, work socials, and client entertaining.
• Afternoon Tea Catering Wholesale afternoon tea service for hotels and restaurants in London. Full range of sweet and savoury treats customizable to match client branding. Includes everything except beverages. SALSA approved food safety certification.
• Party Room Hire at Covent Garden Private dining room hire at the Covent Garden bakery suitable for intimate celebrations. Features three elegant private dining rooms across two floors near London's theatres and attractions.
• Afternoon Tea Picnic Beautifully packaged afternoon tea available for pickup from Covent Garden bakery with 24 hours notice. Includes cakes, sandwiches, scones, orange juice, and choice of tea or coffee. Designed to be light enough for bike panniers.
• Afternoon Tea Delivery Delivery service bringing afternoon tea to homes or offices in WC2, Central London, and Greater London. Includes ceramic mugs and all trimmings, available with 24 hours notice.
• Gift Vouchers Gift vouchers valid for six months, usable for afternoon tea at Covent Garden bakery or on any afternoon tea bus tours. Sold via dedicated online shop.
• Cat in the Hat Afternoon Tea Bus Tour Limited-dates Dr. Seuss-inspired afternoon tea bus tour running 1-22 November 2026, featuring whimsical treats and playful themed entertainment under license from Dr. Seuss / Random House.

Quantifiable outcome

• Over 15 years operating since creating original afternoon tea bus tour concept in 2013

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Hasbro / ABD Ltd / HCPL LtdcoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Peppa Pig themed afternoon tea bus tours including Christmas, Halloween, and Easter variants. Brigit's operates official Peppa Pig branded tours with character-themed menus, entertainment, and merchandise (travel cups, activity books). Tour includes Peppa Pig branded screens, sing-alongs, and character-guided animations. Licensed for use of Hasbro's Peppa Pig intellectual property.
• Paramount / Spin Master LtdcoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for PAW Patrol themed afternoon tea bus tours. Features character-branded Christmas tours with PAW Patrol mission screens, character entertainment, themed menus (Chase's cookie, Marshall's macaron, Rubble's tart), and PAW Patrol travel cups and activity books.
• Studios Canal / Copyrights GroupcoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Paddington Bear themed afternoon tea bus tours including Christmas Lights and Pre-Theatre experiences. Features official Paddington branding, themed Jungle Room at Covent Garden, Paddington travel cups, and character-guided London tour screens featuring Paddington and Mrs Bird.
• Hasbro (MONOPOLY)coreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for MONOPOLY London Tea Tour - immersive on-the-go version of the board game. Features MONOPOLY-branded bus tour with game-inspired elements and real-life London locations.
• Dr. Seuss / Random HouseminorOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Cat in the Hat Afternoon Tea Bus Tour (limited dates November 2026). Features Cat in the Hat-inspired afternoon tea with whimsical treats and playful themed entertainment.
• Cath KidstonminorOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Cath Kidston themed afternoon tea sightseeing bus tour featuring the brand's timeless charm and British heritage aesthetic.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Fortnum & Mason: Heritage British retailer and Diamond Jubilee Tea Salon operator offering traditional afternoon tea in central London. Competes with Brigit's on the afternoon tea occasion for both tourists and locals, with a much larger retail footprint and brand cache.
• The Savoy: Iconic London hotel offering Thames Foyer afternoon tea, one of the most established premium afternoon tea experiences in the city. Competes with Brigit's for tourists and special-occasion guests at the luxury end of the market.
• Patisserie Valerie: UK-wide patisserie and café chain offering afternoon tea, cakes, and light meals. Comparable on bakery production and afternoon tea menu execution, with a far larger physical footprint but a more mass-market positioning than Brigit's.
• Big Bus Tours: One of the largest open-top sightseeing bus operators in London with global reach. Competes for the same tourist sightseeing wallet share as Brigit's via branded bus tours, but at a much larger scale and without a dining/afternoon tea component.

Direct peers

• Aqua Shard: London restaurant and bar at the top of The Shard offering afternoon tea with skyline views. Comparable on the premium afternoon tea + sightseeing combination, with a different venue format (vertical dining room vs. mobile bus) but overlapping affluent tourist customer base.
• One Aldwych: Covent Garden luxury hotel offering afternoon tea with a contemporary twist. Direct neighbourhood competitor to Brigit's Covent Garden bakery, serving similar theatre district and tourist clientele seeking premium afternoon tea.
• Golden Tours: London-based tour operator offering sightseeing tours, day trips, and themed experiences across the UK. Highly comparable on the tour-operator and themed-experience dimensions, with overlapping audiences and similar third-party distribution via GetYourGuide/Viator.
• The Original Tour: Operates hop-on-hop-off sightseeing buses across London and competes with Brigit's for tourist sightseeing demand. While not afternoon-tea themed, it occupies the same customer's sightseeing itinerary and uses comparable Routemaster-style red London buses.
• The Ritz London: Iconic London luxury hotel offering traditional afternoon tea in the Palm Court. Competes directly with Brigit's for the premium afternoon tea occasion, particularly tourists and special-occasion diners seeking a quintessentially British experience.
• Mr Foggs: Themed London bar and experience group (Mr Foggs, Tavernne, Bunga) that builds immersive, themed concepts around London culture. Highly comparable to Brigit's on the theme-led, experience-design dimension of the business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/brigitsbakery
• YouTubeyoutube.com/channel/UCclhu39MJpyrYQm39bOw97g
• Facebookfacebook.com/brigitsbakery
• Instagraminstagram.com/brigitsbakery
• TikToktiktok.com/@brigitsbakery
• LinkedInlinkedin.com/company/b-bakery

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brigit's Bakery