Gail's Exmouth Market

I have to agree with the sentiment of the previous review. At face value Gail's looks like it's bringing something with credibility to up the quality of bakery's in the Clerkenwell area. The pastries, sandwiches and general atmosphere are pretty good. It feels like you're in for a treat.

Look a little deeper and you'll be disappointed. The bakery's visible from the eating area so you can see the chefs opening frozen packages from HQ to assemble the pastries and biscuits, Pret-a-Manger style. The coffee is missing that certain richness, fullness, that could have set it apart. Finally, the staff, whilst probably trying to be helpful end up on the slightly abrasive side of assertive.

If I sound a bit food snob, that's probably because I am. Moreover at the price Gail's charge I'd expect a little more than run of the mill pre fab food served sans sentiment.

I've been a resident of Bloomsbury/ Exmouth market for most of my adult life, and I make a point of supporting new businesses whenever they spring up. But the experience that my party and I had in Gail's this past weekend made wonder why I bother.

Its all so dishonest; mediocre egg and mushrooms on toast for £9 isn't ‘artisan cooking’ and it's hard to see how this ‘serves the community’ as their website promises. The confused and surly attitude of the staff reinforces the feeling that, as a customer, you've fallen for a hollow and rather expensive marketing poly.

Gail's is emblematic of a nouevau riche culture in London, where people queue to pay over the odds for produce that, in other countries, would be run of the mill.

A piece of ironic graffiti has sprung up just a few doors down from your store, which sums up you faux artisan branding nicely; 'Don't miss Exmouth Market's newest Middle Eastern cheese store…Cheeses Of Zazareth'.