Bakery chain Gail’s has opened its doors in Surbiton, despite the area’s thriving independent café scene.
The new Gail’s branch welcomed customers earlier this November.
While the arrival of a large chain café may be cause for concern for some, John Tiddy, the owner of nearby coffee shop Icon, is not losing sleep about being set up so close to a rival.
“It’s no problem,” he explains. “You can’t stop anyone from opening wherever they want… What it makes you do is look internally at what you are doing and how you can elevate those moments.”
“There’s space for people like Gail’s, not only from a hospitality point of view… If you see a Gail’s in a town, it’ll make other potential retailers look at a town and think, ‘Is that a viable proposition for us to come here?’”
What distinguishes Icon from Gail’s is its close links to the local community. As well as featuring in Surbiton’s monthly farmer’s market, the café prides itself on local sourcing and personal service.
“Our coffee comes from a supplier in Surbiton, and it’s roasted in Tolworth. The owner even went to school with my dad. That’s the connection we have to keep things local,” Tiddy said.
Despite forging a strong connection with the community, he has struggled with rising prices.
“The war in Ukraine pushed electricity prices and gas prices up, and suddenly everyone thought, well, I can push my prices up.”
“The cost of tomatoes in the last three years has doubled. That’s just one ingredient — and when you have a full menu, many things have gone up 30 to 50%. It’s really hard to make money.”
Regardless, motivation during an economic hardship, for Tiddy, stemmed from his family consisting of his wife and three kids as well as his team, and providing for the Surbiton community.
“I’m motivated at every point, just like it brings people a better life. Making sure the business is viable and profitable is also for the staff — a lot of people that work for you for years, they give me their all.”
