Taiwanese pancake brand Wheelcake Island takes Westfield London site

By Joe Lutrario contact

- Last updated on GMT

Taiwanese pancake brand Wheelcake Island takes Westfield London site

Related tags: Desserts, Asian cuisine

Taiwanese pancake and snack brand Wheelcake Island secures Westfield London unit for first standalone site.

Specialist leisure property agent Shelley Sandzer acted for Wheelcake Island, which currently operates concessions at Old Spitalfields Market and Covent Garden’s recently launched Seven Dial’s Market.

The brand is best known for its eponymous filled Taiwanese pancakes, which are packed with fillings including azuki bean; vanilla custard; matcha; and chocolate and vanilla.

“The brief for our second location was to target a high footfall catchment with a mix of consumers – ranging from families to professionals – and Shelley Sandzer endorsed Westfield London as a highly suitable location for us to share our traditional Taiwanese wheelcakes,” says Wheelcake Island founder JC Lin.

“Wheelcake Island is an exciting young brand looking to expand in the capital. Our personal approach meant we were quick to understand their needs for a new site that would increase the brand’s exposure, and they will no doubt benefit from Westfield London’s high footfall. We are delighted to support their expansion into this fantastic site,” says Shelley Sandzer leasing agent Etai Page.

The market for specialist Asian dessert concepts in London is booming. Other prominent operators in the space include Bubblewrap, Yolkin, Fuwa Fuwa and Bobajam.

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