Every Saturday morning on Druid Street near Tower Bridge, locals queue for the famed filled doughnuts from the St John Bakery, a fragrant outpost of the famed nose-to-tail-eating empire.
Even at £2.49 each, demand always outstrips supply and 600 of the freshly-baked treats are snapped up.
Trevor Gulliver, CEO of St John, who, correctly, is fiercely proud of his doughnuts, says, "They bear absolutely no relation to Krispy Kremes. Time is of the essence when it comes to baking, it allows the flavour to evolve."
The mouthwatering texture and flavour of St John’s doughnuts is unsurpassed; soft, fluffy and with enormous quantities of filling (be it the ever-popular custard, one of St John’s home-made jams, or special editions like salted caramel custard).
The demand fever extends to the highest echelons of St John.
"I queued up and managed to buy the last custard doughnut last week,” Gulliver says. “My wife would have been furious if I’d missed it."