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Roll with it

Eurest | Local presence |  02 January 2014


We love bread. According to the British Flour Advisory Bureau we produce over 200 different kinds of bread in the UK and buy an astounding 12 million loaves a day (Finch, 2013). And bread has such a special place in our food culture that the humble bread roll has evolved into a symbol of regional identity; in short, what you call a bread roll is a great indicator of where you come from. It’s amazing how such a simple combination of flour, yeast and water can create such a binding sense of belonging. 

So bun, bap, stottie, cob, nudger, bin lid, bannock, blaa or barm cake — what do you call that taste of home?

Now imagine what life would be like if you could taste any place in the country — just by thinking about it?

James Wannerton has a condition called synaesthesia which links senses normally experienced separately. It means when he reads the names of London Underground stations, for example, each one conjures up a particular, strong taste — from sausage and eggs at Tottenham Court Road, mince pies and marmite at White City, curly wurlies at Leicester Square to burnt jam roly poly at Baker Street. 

It begs the questions: what’s the signature flavour of your area? What’s a real taste of home for you?

At Eurest we understand how you value this sense of local taste and work hard to bring it into everything we offer. Part of working with each of your sites is being open to suggestions as to what you and your people would like to see on the menu, and then doing our very best to provide those consistent tastes of home — however unusual the name. 

Finch, C (2013) ‘Bun, Bap, Stottie, Nudger or Barm Cake?’ Bizarre Britain 16 March 2013 [online] (Accessed 13 December 2013).

Parkinson, C (2013) ‘The man who can taste the tube map’ BBC News Magazine 20 November 2013 [online] (Accessed 10 December 2013).


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