A new Mayfair bagel shop bringing New York-style bagels to the heart of the district will hand out 100 free bagels on Friday morning as it celebrates its first week of trading in one of London’s most expensive dining neighbourhoods.
No. 1 Princes Street, which opened its doors on September 28, is marking its launch by giving away handcrafted bagels to the first 100 customers through the door from 8am on Friday, October 2. The offer is strictly first come, first served – and with queues for free food now a familiar London ritual, arriving early is likely to be essential.
The 1,800 sq ft venue seats 80 guests and specialises in handcrafted, naturally fermented bagels baked fresh each day using traditional techniques – a direct transplant of New York’s iconic deli culture to W1.
The menu leans into the classics of the NYC deli counter. Bagel varieties include plain, sesame, everything and raisin, while breakfast favourites run from smoked salmon and cream cheese to avocado and egg and bacon and egg. At lunchtime the offering steps up a gear with a salt beef melt, a fresh chicken club and a New York-inspired Reuben stacked with smoked pastrami, grilled Swiss cheese, sauerkraut and pickles.
A build-your-own option lets guests design their perfect deli-style order from a selection of classic fillings, house-made spreads and globally inspired flavours, while the drinks list covers speciality coffee, matcha and premium teas.
From October 8, a hidden speakeasy will open beneath the bagel house, giving Mayfair a late-night nod to New York’s underground bar scene. The basement bar promises a cocktail list inspired by the city’s legendary drinking spots, with signatures including the No. 1 Princes Martini, Tomatini, Caviar Martini and Vesper, alongside modern classics such as the Mezcal Negroni, Limoncello Spritz and Rhubarb Bellini. Fine wines, Champagne and craft beers will also be poured, with live DJ sets taking over from Thursday to Saturday.
The opening-day giveaway lands at a moment when Princes Street is seeing some of its busiest footfall of the year. Tucked between Regent Street and Hanover Square, the street catches both the morning commuter flow into Mayfair’s offices and the weekend shopping crowds drifting across from Oxford Street. One hundred free bagels from 8am is a calculated way to turn passing trade into a queue – and in a district where launch-day lines have become marketing in their own right, the sight of a crowd may do as much work as the bagels themselves. London has developed a healthy appetite for free food launches: diners recently queued for a free bowl of beef noodles elsewhere in the capital, and operators have learned that a well-timed giveaway can buy the kind of word of mouth that money cannot.
The arrival also says something about how Mayfair eats in 2026. The district built its reputation on white-tablecloth dining rooms and private members’ clubs, but recent years have seen a steady march of casual, grab-and-go concepts taking on its eye-watering rents – betting that office workers, shoppers and residents want quality without the ceremony. A New York-style bagel house, open from 7.30am for the breakfast rush, fits that shift neatly: premium enough for the postcode, fast enough for the commute. It is a long way from the district’s old image, though Mayfair’s status as the priciest square on the Monopoly board remains firmly intact.
Whether it is a New York-style bagel on the way to work, or a martini hidden away downstairs after dark, No. 1 Princes Street is bringing a little bit of NYC to W1, from breakfast to last orders.
No. 1 Princes Street’s Bagel House is at Mayfair, London W1B 2AY, and is open Monday to Friday from 7.30am to 6pm and on Saturdays from 9am to 6pm. The speakeasy bar opens on October 8 and will run on Tuesday to Saturday evenings.
