A new bakery-cum-restaurant intriguingly named Don’t Tell Dad will be unveiled next week in Queen’s Park, west London, with meals offered at half price during a soft launch for bookings between 20 December and 12 January..
The venue marks the realisation of a long-held dream for Daniel Land (pictured centre left), co-founder of Italian fast-food chain Coco di Mama. Daniel lives in the area and has hired another Queen’s Park local, chef Luke Frankie (centre right), formerly of Noble Rot, Forza Wine and Spring, to head the kitchen alongside ex-Layla head baker Keren Sternberg (right).
Daniel describes it as a “true passion project – to showcase sensational food by a madly talented chef, drink properly priced top-notch booze, and during the day indulge in freshly baked goods by one of the best bakers in London.”
The project – and its unusual name – were “inspired by love, loss and the joy of creating something special for the neighbourhood“, said Daniel, who explained his motivation in a heartfelt social media post:
“Nearly 2 years ago, my family suffered a tragedy. My sister Lesley, an incredible, spiky, brilliant, and loving woman, suddenly died with no warning. It tore the heart out of my family and removed one of the foundational blocks of my life. But it was also a catalyst to stop talking about things and get on with living, because life is precious and it’s a privilege to be able to do the things we dream of. So I decided to open that restaurant and do it in her honour.
“Sometimes we’re a bakery, sometimes we’re a restaurant, sometimes we’re a bit of both. It’s the realisation of a long-held dream for my neighbourhood – for me, for my family, for my friends and for my community to enjoy. It’s the business I want my kids to grow up around and it’s what I want to be doing for the next chapter of my life. I want it to capture the spirit of mischief, indulgence and love that Lesley and I shared, and for it to be somewhere you know you’ll have a great time.“
Luke’s menus will change every month to reflect the seasons, and are led by his focus on produce. Keren’s aim as a baker is to create “carefully crafted, classic pastries reimagined in unexpected flavour combinations” – such as a signature hazelnut brown butter croissant.
