Laduree

Ladurée’s Burlington Arcade branch has been trading since 2006, tucked into one of the glass roofed arcade’s units just off Piccadilly, and it still draws a queue of tourists most afternoons, particularly at weekends when the whole arcade fills up with shoppers.

Macarons are the reason people come: pistachio and caramel are the two best sellers according to staff, alongside rose, which carries a strong floral hit that some find overpowering next to the sweeter, fruitier flavours in the same box. Beyond the macaron counter there are pastries, chocolates and a short list of hot drinks to take away or, if seats are free, sit with, and the counter staff will happily talk through which flavours pair well together for a gift box.

The arcade setting is part of the appeal, all wood panelling and uniformed beadles outside, though the shop itself is small and seating is limited, so most visitors buy a box and move on rather than settle in for a proper sit down tea, which is more the territory of Ladurée’s other London branches.

Prices reflect the postcode: a box of macarons here costs noticeably more than the same flavours from a supermarket concession or department store counter, and on a busy Saturday the till queue can stretch out of the door and along the arcade itself, which tests the patience of anyone popping in for a quick treat.

It is a souvenir stop as much as a patisserie, but the macarons are made properly and taste noticeably fresher than the boxed versions sold elsewhere, and the arcade location gives it a sense of occasion that a high street branch would not manage.

Ladurée also runs a Covent Garden branch with a fuller sit down offer, including afternoon tea, for anyone who wants table service rather than a takeaway box, and comparing the two makes clear that the Burlington Arcade shop is really built around the retail counter rather than dining. Staff turnover appears to be an issue during the busiest tourist months, and service can feel rushed rather than the polished experience the brand’s reputation implies, particularly when a coach party arrives at the same time as an independent visitor trying to choose a gift box.