It’s been open for under a year, and yet it’s weathered an identity crisis (being forced to change its name from Frog to Toad) and built a cult following, with Londoners flocking from across the city to get their hands on its baked goods. Toad Bakery owners Oliver Costello and Rebecca Spaven tell The South Londoner about their journey to success and the one item on the menu everyone must try…
Holly O’Mahony: How did you meet and when did you discover your shared love of baking?
Rebecca Spaven: We met through a mutual friend and former colleague, Sophie. Oliver was working at Ottolenghi and I was at Fortitude Bakehouse at the time. We were both independently thinking about setting up our own places, and discovered we had a lot of shared values and ideas.
HOM: Before you opened Toad Bakery in Camberwell earlier this year, you test-ran your baked goods at a series of pop-ups. What did you learn during that time?
RS: We ran a series of pop-ups at the brilliant Platform Cafe in Loughborough Junction last summer. It was the first time we’d actually worked together so it was a very useful dry run! We learnt a tonne about biting off more than you can chew, but also came up with some products and flavour combinations that have made their way onto our current menu.
HOM: What made you choose to set up shop on Peckham Road? Are you local?
RS: We have both lived in south-east London for many years and we very much consider it home. It made sense to open somewhere we both have deep roots, and where we feel we understand what people want and need.
HOM: The bakery’s success has been pretty meteoric, with people coming from all over London to queue to get their hands on Toad’s loaves, pastries and cakes. What’s your secret?
Oliver Costello: We honestly think people come for the pumping techno.
HOM: You’re being modest, okay, but you’ve got some hero items on your menu – what usually sells out?
OC: People love our Yuzu Jaffa Cake, a take on the classic McVitie sweet treat, which almost everyone is familiar with.
HOM: Can we talk briefly about Frog gate? For readers who missed the saga, you originally named your bakery Frog, but the team behind central London’s Michelin-starred restaurant that’s also called Frog kicked up a fuss and asked you to change the name of the bakery. Why was Toad the next best choice?
RS: Toad was a pretty natural choice for us. We were able to keep our logo and all our silly amphibian knick-knacks. We’re actually really happy with it now!
HOM: In the spirit of sharing some south London love, what are some of your favourite local businesses that our readers should know about?
RS: Our next-door neighbours are both amazing: Cafe Culture for the best shawarma around, and Kalon for excellent massages and beauty treatments. We’re also obsessed with Veraison for wine and love our pals from sandwich pop-up Mondo Sando at the Grove House Tavern.
Toad Bakery, 44 Peckham Road, London SE5 8PX. Tuesday – Friday, 8am – 4pm; Saturday, 8:30am – 3pm.
www.toadbakery.com/
