Delivery service Deliveroo has launched the Treat Yo-Self bakery to help Londoners see off their January diets in style.
The bakery will serve up what it has dubbed “premium versions of Great British classics” for £5 apiece, including a Wagyu beef steak bake.
Other options on the menu are a “posh-age roll”, filled with smoked mangalitza pancetta, apple and sage alongside a cheese and onion pasty filled with Baron Bigod cheese, figs and toasted walnuts.
Deliveroo has partnered with events company The Robin Collective for the launch, which is running on a ‘while stocks last’ premise to gauge popularity before potentially opening as a permanent venture. Current estimates are that the food will be available for a couple of weeks.
“Spare a thought for the humble sausage roll, which has felt totally out of place this month. More than 150,000 people signed up for Veganuary this year and, for many of them, 1 February will be their first taste of meat in 2018,” said Deliveroo’s Joe Groves.
“We saw a 62% spike in orders of comfort food this time last year – so we’ve created the Treat Yo-Self bakery to help Deliveroo customers celebrate the end of their diets in style.”