Latest news with #JessicaMorganHelliwell
Fast Company
02-07-2025
- Fast Company
‘Bakery tourism' is the sweet new travel trend for Gen Z and food lovers
How far would you travel in search of a sweet treat? 'Bakery tourism' is on the rise, with more and more people traveling—sometimes across the globe—in search of the perfect flaky croissant or artisan bun they spotted online. Long lines aren't a deterrent; in fact, they're often part of the appeal. A crowd signals you've found the right spot. Jessica Morgan-Helliwell, 26, and her mother, Louise Church, 48, are two self-proclaimed 'bakery tourists.' They visit at least one new artisan bakery every weekend and have even planned entire international trips around bucket-list pastry spots. 'Having that shared interest is really lovely, and we get to explore lovely places along the way—and eat some really good food,' the pair told the New York Post. They're not alone. As younger generations swap binge drinking for early morning pastry runs, independent bakeries are having a major moment. Social media drives the trend, with itineraries crafted from viral videos documenting Paris croissant crawls, East London bakery tours, bucket-list eateries in Seoul, and taste tests of classic Filipino pastries. The treats themselves are often inventive takes on the familiar: cube-shaped croissants, croissant-shaped cookies, pastries filled with fruit, or ones styled to look like fruit. Most are mouthwatering. Some are clearly engineered for the algorithm. These viral baked goods rarely come cheap. But they reflect our growing appetite for small indulgences, a phenomenon known as the 'lipstick effect.' Even during economic downturns, a splurge on an $8 almond croissant feels manageable in comparison with a pricey dinner out. Spending on small luxuries can also offer emotional benefits. Studies show that doing so can restore a sense of control, ease sadness, and create a sense of accomplishment. According to the British Baker website, 80% of Gen Zers say a daily sweet treat boosts their mental health—a continuation of what journalist Imogen West-Knights dubbed 'treat brain' back in 2021 during the pandemic. 'Treats can act as a temporary Band-Aid over a deeper need,' West-Knights wrote for the Financial Times. 'When we are very tired—say, because we're juggling homeschooling and a job—what we might really need is more sleep. But if we can't get it, a more easily available source of comfort might be chocolate or wine.' Or, of course, a flaky, sugar-dusted pastry. Whether you're on a bakery crawl through Copenhagen or just visiting a new viral spot in your neighborhood, getting coffee and a sweet treat has become an event in itself. Any excuse to get out of the house and break bread.
BBC News
31-05-2025
- Business
- BBC News
Bakery tourism: The pastry pilgrims who travel miles for croissants
Jessica Morgan-Helliwell admits she would rather meet her mates for a pastry than a pint. The 26-year-old is part of a growing number of people flocking to craft or artisan bakeries in pursuit of a flaky croissant."I do find myself these days more inclined to go for a coffee and a nice walk than going out and feeling a bit hungover the next day. I could be a pastry pilgrim," she and her mum, Louise, from Swansea, think nothing of travelling across the UK and beyond in pursuit of delicious bakes, photos and videos of which they then share online with their followers. Data suggests they are not alone in their passion for UK's bakery market is one of the largest in the food industry, worth £5.74bn, according to the Federation of University research suggests the number of small bakeries across the UK is on the rise, with nearly one in five founded since 2020. The mother and daughter's love of socialising over pastries and breads runs in the family."Both my great-grandpa and my great-great-grandpa had their own Italian cafes. My great-great-grandpa's cafe was in Llanelli and was called Sartori's," said Louise, 48. The pair admitted there was "no limit" on how far they would travel to sample a delicacy. Jess said she recently drove more than an hour to one bakery just to buy a sandwich."We're going to Marrakesh [in Morocco] in a couple of weeks and the first thing that I've looked at is the eateries," she added. At Pettigrew Bakery in Cardiff, David Le Masurier's team bakes and sells "thousands of pastries a day" to consumers like Jessica and Louise. David said he had "absolutely" seen bakery tourism positively impact his business, with international travellers building food spots into their trips, influenced by online trends and viral dishes. "They have done their research. They've gone onto social media, they've seen images. They've read reviews. They're getting tips off TikTok," he said."People are literally walking in with their phones, particularly if English isn't their first language, and they're holding up pictures or showing us reels and saying: 'I want this'." Customers pay anything from £3.20 for a plain croissant to £4.50 for "limited edition" bakes - prices which David accepts are outside of the bracket of "everyday products". But he said between the ingredients, paying for his "quality" staff and making a profit, margins were "very small". "Wages have increased quite dramatically just recently and that does translate straight to the prices that we have to pass on to the customer," he said."Running a food business is incredibly challenging."So what is it about flaky baked goods that makes people part with their hard-earned cash? The lipstick effect Food and travel writer Ross Clarke said he believed that even in a cost-of-living crisis, people were inclined to splurge on small luxury is a concept known as the lipstick effect, which suggests that people are more likely to spend on small luxury goods - like lipstick - during economic downturns."I think people are more inclined to maybe shell out £4.50 for a pain au chocolat if it's something special, because it's that little treat," he said. Ross said food tourism was a global phenomenon, referring to Iceland's famous ice cream tours, known as ísbíltúr. "Gastro-tourism is booming, also eno-tourism, so wine," he said."People [are] going places purely for the food or the drink."What a lovely thing that you can go and support local businesses, hopefully, and eat in the great restaurants and try all of these amazing things."Wales is probably right up there with places that should push this as a big thing."French-born baker Astrid Roussel, who has lived in Newport, south Wales, for 17 years, said the local food scene had "changed massively" with people willing to pay for "craft" and "quality"."People love to take pictures of pretty flaky pastries," she said."Yes, £4 for a croissant is good money to pay but it's an affordable luxury." Ms Roussel said when she first moved to Wales, finding good pastry was difficult."The quality of pastry I can get here now is better than in France," she said she was surprised by the number of people who travelled to south Wales for her baking workshops, which range from croissant-making to traditional French baguette classes."I had one woman come to my course from Canada. She was coming to Cardiff anyway but purposely picked when I had availability. I was like 'wow'!"
