GAIL’s or F*ckoffee? Getting to the bottom of a chaotic new arrival on Roman Road
The shopfront that used to be Gina’s Closet on Roman Road is shrouded in mystery right now, from a fake planning notice to outright vandalism.
371 Roman Road has been deadly quiet since the previous occupant, Jeanette Hoare of Gina’s Closet, packed up her much-loved bric-a-brac shop in 2023. In the past few weeks, all of that has changed.
First, eagle-eyed residents noticed that the minty green shopfront had a planning notice pasted onto the door. Dated January 31 2025, the notice stated that the premises belonged to ‘GAIL’S BAKERY LTD’ and that a planning application had been submitted for outdoor seating.
Roman Road is a rare example of a London high street with a strong independent business presence. A chain bakery like GAIL’s seemed an odd choice, considering the popular bakery Breadery nearby, as well as seemingly endless coffee options including an existing branch in nearby Victoria Park Village.
To make things even stranger, GAIL’s trades under the name ‘GAILS’s LTD,’ not ‘GAIL’S BAKERY LTD,’ as stated on the notice. The Tower Hamlets Council planning portal had no pending or approved applications from Gail’s or otherwise for 371 Roman Road.
The morning of Friday 28 February, the shopfront appeared to have been vandalised with big red spray painted letters reading ‘GAILS OUT.’ Meanwhile gossip spread that the notice had been put up as a joke, and that the location was actually being taken over by London chain F*ckoffee.
Residents on Nextdoor puzzled over what exactly the joke was, and if the rumours were true. Local architect Theo Jones said, ‘Assuming it is a fake as evidence suggests, it’s so convincing, I don’t see how it’s funny.’
Jane Arnold said ‘No one is protesting other incidents of gentrification, this is bizarre. This part of the world doesn’t need anymore overpriced coffee shops.’
The Slice reached out to GAIL’s who said ‘GAIL’s has no current plans to open on Roman Road.’ This confirmed the planning notice was a fake. Finally, we turned to Look Property, the agents commissioned to lease the property, and they confirmed that 371 Roman Road is in fact being let to Bethnal Green chain F*ckoffee.
F*ckoffee has two branches on Bethnal Green Road and branches in Bermondsey and Goswell Road. The shop is controversial for more than its name, and has been criticised for a range of offensive statements in the past, including posting a sign that said ‘no fatties’ on their outside bench, and a racist joke on Twitter implying that black people steal things.
In response to the controversy over the ‘no fatties’ sign F*ckoffee responded on social media that ‘The person posting IS a female. Lesbian, fat and black. So calm down.’ In the second instance, F*ckoffee released a statement saying ‘As a black person, I saw this as satirical and mocking the stereotypes with which society stigmatizes us.’ However, both business owner Adrian Jones and his previous business partner are white men.
The Slice reached out to F*ckoffee for comment on when the new location will be opening, but did not receive a response. Whether or not residents want a F*ckoffee more than a GAIL’s remains to be seen.
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This kind of satire undermines trust in the planning consultation and licensing processes and should be reported to the Council.
The business concept of this company is a one off instagram opportunity with a controversially sounding name in the background. The product is awful and amateurish, service terrible and owners just entitled thugs.
We would be better off with a bookie or a chicken shop instead there.
does the council not check Companies House? this “company” does not exist. someone has been fraudulent. i know it would be strange for (convicted criminal) Mayor Rahman to let something like this slip through his net.