Debut permanent branch for Yolkin after food stall success

4th April 2018

Macaron ice cream sandwich brand Yolkin is to open its first permanent branch, following a series of successful pop-ups and food stall operations.

Founded by self-taught baker Sammie Le, Yolkin has a no-waste ethos that sees it add ice cream to its creations to avoid wasting the egg yolks left over from making the macarons. Its ranges are inspired by South East Asian flavours, with a western twist.

The brand’s first permanent outlet will be at 24 Rupert Street in London’s Soho – adjacent to a food stall the brand used previously – and is scheduled to open on 14 April 2018.

The 41.8 sq m (450 sq ft) space has been designed by Olly Simpson Interiors. It features vintage reclaimed wood, and will use biodegradable cutlery, to reduce waste. A neon ‘Ice Cream Dreams’ sign will help it stand out.

“Returning to Rupert Street for our first permanent Yolkin store feels incredible,” says Sammie Le. “We’re proud to continue our brand’s journey in Chinatown London with its diverse mix of tastes and flavours, we hope many more people can discover and enjoy our delicious macaron ice cream sandwiches inspired by the flavours of my childhood.”

Julia Wilkinson, head of group restaurant strategy at property group Shaftesbury, which manages Chinatown, says the brand fits well with its strategy for bringing customers to the area. “Yolkin’s delightful ice cream creations are a wonderful addition to Rupert Street. The popularity of their street-food stalls and pop-ups, coupled with the social media buzz generated, makes them an incredibly exciting brand that blends Far East traditions with modern trends.  We are proud to welcome them to our growing range of leading Asian-inspired dessert options within Chinatown London,” she says.