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Bold Bean Co opens its first deli and swaps empty jars for flowers in Soho
Key Takeaways
Bold Bean Co is opening The Beanery, its first physical deli and shop, at 59 Greek Street in Soho from 15 to 17 September.
The first 500 visitors from 12pm each day will receive a complimentary bean-based lunch, with two dishes and takeaway pots available.
Customers can exchange an empty Bold Bean Co jar for one of 100 seasonal flower bouquets available daily.
The pop-up will also sell the brand’s jarred beans, cookbooks and limited-edition merchandise, bringing its wider product range together in one space.
Bold Bean Co has spent the past five years trying to make people fall in love with beans through supermarket shelves, cookbooks and social media, but this September, the brand is bringing that entire world to life in the middle of Soho.
From 15 to 17 September, the London-based food company will open The Beanery at 59 Greek Street, which will be its first physical deli and shop. Across the three days, visitors will be able to try bean-led lunches and snacks, browse the brand’s jars, cookbooks and merchandise, and exchange their empty Bold Bean Co packaging for seasonal flowers.
The pop-up will run from 10am until 4pm each day, with space for 12 people to dine inside and takeaway pots available for those on the move. From midday, the first 500 visitors will receive a complimentary lunch, while 100 mini bouquets will be available daily for customers bringing an empty jar.
How The Beanery brings Bold Bean Co’s online and supermarket presence into one physical space
Since launching in 2021, Bold Bean Co has largely reached customers through its supermarket products, recipe content and bestselling cookbooks. The Beanery gives the brand an opportunity to bring those different parts of its identity together and show people how its products can be used beyond simply seeing a jar on a shelf.
The space will serve snacks throughout the day before introducing two lunchtime dishes: lemon butter beans with pesto and ricotta, or tomato and harissa yoghurt chickpeas with capers and dill. Both will be served with focaccia, turning the beans people usually buy to prepare at home into finished meals they can immediately taste.
Alongside the deli, the shop will stock products including Rich Tomato Baked Beans, Queen Organic White Beans and a limited edition of British-grown Queen Carlin Peas. Visitors can also buy the company’s two cookbooks and branded tote bags designed with built-in pockets to hold its jars, as well as preview further merchandise available to pre-order.
For founder Amelia Christie-Miller, the pop-up represents an opportunity to meet customers in person after years spent building the brand through retail and publishing. “We’ve spent years trying to get people bean obsessed through a jar on a shelf and our bestselling cookbooks,” she explained. “Now we get to do it face to face.”
Why The PR Insider loves it
What we really like about The Beanery is that it arrives at a point when beans have become much more visible across food and retail, with supermarkets including M&S placing greater focus on their own bean-based products and more brands competing for the same growing interest. For Bold Bean Co, the challenge is no longer simply convincing people to eat more beans, but ensuring that when they do, it is the Bold Bean Co name they remember.
The pop-up helps the brand turn that current attention into something more likely to create longer-term loyalty. Future customers can taste the beans as part of a complete meal and understand what makes them different, while existing customers are rewarded with new ways to interact with a brand they already buy, from exchanging jars for flowers to exploring its cookbooks and merchandise.
Creating a physical experience also gives Bold Bean Co something that supermarket own-label ranges cannot easily replicate. The Beanery takes the brand beyond the shelf and gives people a place to eat, shop and participate in its wider world, helping it remain visible as larger retailers continue to enter the category and giving customers a reason to form a stronger connection with the brand behind the jar.
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