Primark has kicked off 2025 by unveiling The Simpsons-themed décor and accompanying menus at seven of its in-store cafés across the UK.
Locations include two Primark stores in Manchester (Market Street and Trafford Palazzo), plus one each in Belfast, Birmingham, Cardiff, Edinburgh, and Glasgow.
Available until the end of April, the new line-up of sweet and savoury bakery items are indulgent enough to make Homer drool. Among the three waffle options are the Butter Bacon Waffle, which is topped with crispy bacon, caramel sauce and fudge pieces, and the Shortbread Waffle, which has a strawberry pie filling and toppings of shortbread biscuit, white chocolate sauce, whipped cream, and vanilla ice cream. There’s also a quartet of toasties including the Loaded Toastie, filled with sliced beef, melted cheddar, pink pickled onions, and rocket, and served with hand cut crisps.
Bakery features in beverages too. The Doughnut Shake has a pink glazed ring doughnut (Homer’s favourite) placed over the straw of a whipped cream-topped strawberry milkshake. Food choices start from £5.50, and drinks from £4.25.
“We’re serving up a slice of Springfield with our latest cafe theme, giving fans a taste of The Simpsons right in our stores,” commented Tim Kelly, director of new business development at Primark. “We’re always looking for new ways to create fun and memorable experiences for our customers and our themed cafes have been a big hit. We can’t wait to see everyone’s reaction in store.”
The themed initiative by the fashion retailer follows its collaboration with Dr. Seuss to launch The Grinch’s cafés for Christmas 2024 at the same stores except Belfast. Limited-edition festive options like ‘Holiday Cheer’ waffles, Turkey, Brie and Cranberry Toasties, and The Grinch biscuits were also launched.
Primark has partnered with bakery brands too. Last October, Australian doughnut specialist Lena Lu made its UK debut with two sites inside Primark stores at Lakeside Thurrock and Watford. A third Lena Lu outlet was opened the following month in Primark’s Marble Arch store in London, with more said to be on the horizon for this year.
In addition, it has teamed up with bakery chain Greggs over the past two years ago to operate Tasty by Greggs in-store cafés. The first, billed as the largest Greggs site in the world, was opened in Birmingham in February 2022, with five more cafés added in London (Oxford Street), Newcastle, Bristol, Liverpool, and Leeds.
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