Creme Egg Cafe
After the online furore that followed news of Cadbury changing their creme egg recipe, the clever marketing elves needed a gimmick to redirect attention. And the Creme Egg Cafe was certainly it; tickets were like gold-dust, selling out in a matter of minutes.
The ground floor was a cafe/takeout style space serving creme egg toasties to go for those unlucky enough to not get tickets. If you pushed a red button next to the bar, a bell rang and a complimentary creme egg rattled down a higgledy-piggeldy tube (there was a poor staff member upstairs who had the sole responsibility of manning this post).
Those with the golden ticket ascended up stairs decorated with splattered egg graphics to the first floor restaurant space. It was crammed so full of tables and stools that you made friends with your neighbours even if you didn't want to. Absolutely everything was playfully egg - themed, down to the egg with antlers on the wall and the hen tea-pot.
The menu (which rather offputtingly also listed the calorie contents) consisted of 4 items at £4 each. We opted for the brownie tray bake, which was pretty dry, but the cream egg toastie was a hit, with chocolate oozing out of the buttery bread.
And it wasn't over yet - the top floor featured a giant ball pit which we dived in to. It was a great touch; one of those things which brings out everyone's inner child and perfectly suited to the ridiculously novel and quirky cafe experience.
Tottenham Court Road