The new site, located in Holborn, is part of the group’s plans to open more central London stores in 2025 and move into key London neighbourhoods from 2026 onwards fuelled by £650,000 of fresh investment in late 2024.
Holborn will feature a new layout with the kitchen moved front and centre to allow customers to see the sandwiches being prepared.
The opening coincides with the unveiling of a new brand identity for Yolk that includes a revamped menu, and new branding and restaurant design to create what the company says will be a ‘more energetic in-store experience’.
The refreshed brand will have a new tagline ‘Good Bites Only’ used on menus, social media and packaging following customer research by Yolk that showed that many Londoners still didn’t fully understand what the brand stood for.
“I founded Yolk as a pop-up in 2014, but it was our first big brand project in 2017 that really kicked things off,” says founder Nick Philpot.
“That black-and-gold identity was the springboard: a crazy-successful shipping container pop-up, then our first bricks-and-mortar location, and eight more sites after that.
“Eight years on, it’s time to evolve again. We’ve grown into something bigger, bolder, better - and needed an identity to match.”