Sugardough — Restaurant in Great Britain

Oh Sugardough! What happened? On my move to Hove a year or so ago, this local business stood out as the place to get the best of pastries and fresh bread. The cakes too were delicious and I frequently gorged on sticky things and lovely treats. I even bought a full cake for a birthday. But something has slipped... And it is staffing. The very young staff who mostly work here feel really not up to the task and frankly seem unsupported. That said, I too like other reviewers have witnessed the few older staff order the younger ones about really quite forcefully, which has been unpleasant. It is obvious some of the 'kids' I have seen working there struggle when it gets busy so it could be a chicken or egg thing. Are they inexperienced or just undertrained and unsupported? My most recent visit reinforced this and it seemed like a business on the edge. I worked as a Barista in Australia and the UK for well over a decade and I know the ins and outs. It can be exhausting, but if you can't function when busy then your systems are broken. Busy is what is needed so good systems, good staff and good training (not to mention personality and sense of humour) are vital. It is what your customers want - great product with a light, fast, friendly touch. Sugardough has firmly lurched from the souffle to it's namesake doughy end of things it seems... I really hope...

I’ve been popping in to Sugardough on and off for some years and I have to say that their croissants have looked, tasted and compared well with the best around. HOWEVER, this morning I was served by a guy who I can only presume was the owner and was certainly the baker. I asked for my two croissants and very discreetly, and I thought constructively, mentioned that the croissants I had bought last week were not cooked through and were quite doughy. His response was not what I expected! He said with some hostility, “are you taking the ps”. I asked him why he thought that I was taking the ps. He repeated “I think your taking the p**s” and added, “well I bake these off every day” presumably to illustrate that there was never a problem. He then sarcastically said that he must have had a bad day. I took my croissants and left. Guess what, one croissant was perfect.. the other was not cooked through at all, it was doughy to the extent that it was inedible! See photo. Any successful business owner would know that all he had say was, “I’m terribly sorry, it can occasionally happen, please take these two on the house and let me know if it happens again” I will leave you to draw your own...

Sugardough. A charming little bakery with good food, friendly staff, and a pricing structure that makes you question reality.

You fancy a nice pastry? Great. It’s £4 to take it away, a bit steep, but sure, let’s indulge. But wait! You’re feeling decadent, you want to sit down for a moment, enjoy your treat like a civilized human being. Well, congratulations! You’ve just triggered the Sugardough VIP Seating Tax™, because that same pastry is now £8.20 if you dare to sit!!

Yes, double the price (and then some) for the sheer privilege of… existing inside their tiny café. Maybe the chairs are gold-plated? Maybe the air inside is infused with truffle essence? Maybe, just maybe, they’ve mastered the art of daylight robbery with a cinnamon dusting?

It’s a bold move, really. Not just charging more for eating in -many places do that- but more than 200% more in a space barely bigger than a broom cupboard. Is the extra cost for the joy of hearing people argue about it? Because if so, business must be booming.

So, if you’re ever in Hove and fancy a pastry, do yourself a favour: take it to go. Or better yet, just eat it outside while dramatically whispering, “Nice try,...