Beer crawls are out and bakery crawls are in, with people arranging whole days, weekends or even holidays around the search for the perfect loaf or croissant. Known as 'bakery pilgrims', enthusiasts travel significant distances to sample fine breads and pastries, often waiting in long queues for the privilege.
Professional cyclist Maddy Nutt often plans long-distance routes around the promise of a croissant. She recently completed a five-hour endurance ride from London to Ramsgate's Staple Stores, arriving just three minutes before closing after a puncture. Similarly, Dan Warren and his wife Dee Johnson trekked 225 miles across Scotland, enduring bogs and midges, for pastries at the Bakehouse in Mallaig.
The queues themselves foster camaraderie, with customers swapping recommendations. At Landrace bakery in Bath, manager Charlotte Briggs notes that pilgrims come for the cinnamon buns, which have been a staple since 2019. Tomos Owens and Hetty Niblett cycled nearly two hours to visit, braving -3C weather in winter. Mother and daughter Chie and Karin Takita travelled from Japan after spotting Landrace on Instagram.
Social media fuels the trend, but it runs deeper. In Korea, the term 'bbangjisullae' combines 'bread' and 'pilgrimage', reflecting a willingness to travel far, sometimes by overnight train, for limited supplies. While chains like Greggs and Gail's are ubiquitous, it is small, owner-run bakeries using sustainable ingredients that attract tourists seeking upmarket twists on classics.
Bakery tourism often replaces other holidays, despite the carbon cost. As one pilgrim noted, the sense of discovery and the reward of a perfectly crafted pastry make the journey worthwhile.
