Residents of Walthamstow Village today said a controversial new Gail's branch was the 'ultimate sign of gentrification' and will see independent coffee shops lose trade.
Locals in the East London enclave spoke to MailOnline today about their concerns as some fight to stop the upmarket bakery opening an outlet on their high street.
Some business owners claim local resistance is down to the firm's pro-Brexit and anti-lockdown chairman Luke Johnson, who has called some eco activists 'alarmists'.
There is an apparent feeling that Mr Johnson does not align with the politics of the area, which backed Remain in 2016 and has had a Labour MP for more than 30 years.
Residents also fear Gail's could put independents out of business and hundreds have signed a petition against it after the chain announced plans to open 35 new UK sites.
People in the area claimed today that the plans were 'not great for coolness factor' and the chain was 'probably out of reach price-rise for a lot of the community'.
Others pointed out that while they liked Gail's and had visited other branches, they did not agree with it coming to Walthamstow and would instead support local firms.
Walthamstow Village in East London, where local residents are fighting to stop a Gail's opening
The petitioners have said they want to protect 'the unique identity of our community' by 'safeguarding the soul of a beloved neighbourhood'.
It comes after the Liberal Democrats targeted constituencies where there are Gail's outlets - believing there were Conservative voters who could be prepared to swing - in a scheme launched by Sir Ed Davey and dubbed 'Operation Cinnamon Bun'.
Here is what locals in Walthamstow had to say today when they spoke to MailOnline:
Fanie, 30, painter
'Gail's coming in, it's not great. The Gail-sification of London. That's why I don't want to live in Wanstead, I don't want to live in Leyton, I want to live somewhere with cool and interesting stuff - not stale pain au chocolate. Sorry, Gail's.
'There already is a variety of shops in the village and to be honest there's a lot more cooler, smaller shops in Walthamstow - even not in the village, along Hoe Street along the main streets, you've got a world of interesting and amazing cuisine and not just the same pre-packaged meal deal hyper-processed food that you get all over London.
'In one week we got a Banksy and a Gail's, it's not a good sign. It's not great. I am part of the problem (of gentrification), moving into Walthamstow.
'But I want it to stop with me. I want it stay nice and cool while I live here. It's not great for business, it's not great for diversity, it's not great for coolness factor.'
Misha, 35, human resources worker
'I quite enjoy that there are local coffee shops here. I like Gail's, I would go there if it was here, but I do try and shop local if I can.
'I rent, I've only been here since March this year, so everything's still very new to me in Walthamstow - so I'm still enjoying trying out all the local places. There was a Gail's where I used to live, so I feel like I've done that.
'I must admit there is a joke I make that we came to Walthamstow before Gail's did, because I does have that sign of re-gentrification, but I assume if Gail's comes others will follow and it will get more expensive.
'There's lovely coffee shops here already, so I wouldn't say we're desperate for more.'
Dawn, 50, local resident
'I think any new business in the area is great, but I think the concentration just on the village is disproportionate to the rest of Walthamstow. The gentrification of the area is fantastic, but I think it needs to be spread out and some of these bigger chains need to come and revive the high street and not just concentrate on the most affluents areas of the borough.
'There's lots of lovely places to eat but we're being saturated with that – that's really all you can get in the area now.
'It's probably out of reach price-rise for a lot of the community. There's only going to be a small part of the community that's going to be happy with the prices that they charge in Gail's. The food's great if you're happy and able to pay that, then that's great. But I think for a lot of the borough that's probably a step that they're not going to be able to afford.
'I don't think that's a bad thing for any area to have its standard raised, as long as the whole borough as a whole is raised, and not just small pockets that then become elite for just the people that can afford it.'
Jonny, 28, London School of Economics worker
'I think one of the things that makes the village as special as it is the independent nature of the stores that are here. In many ways Gail's fits the temperament and the character of the village but I can understand the opposition behind it.
'Anyone who's looked at Walthamstow over the last 15, 20 years has seen there's been a process - the character of Walthamstow has definitely changed over that time. But equally there's a really strong community feel and residents are in a position where they are really quite able to say what they want out of their area here in a way that has a real impact of preserving the character of Walthamstow itself.
'So I think if the residents want there to be a Gail's open, then, there will be one. And if they don't, then I can't imagine it being a particularly successful venture for them.
'I cannot imagine that a Gail's opening would have that much of an impact on property prices, but I've been wrong about many things in my life – time will tell.
'One of the great things about Walthamstow is the coffee culture – there's so many great independent cafes all across Walthamstow, whether it's down by Blackhorse Road, in the village or by Wood Street. I love recommending different places to friends – there's a lot of them.'
Jane Leeker, 54, Transport for London communications manager
'It's big news. I am definitely against it. We've got lots of independent coffee shops already in the village and around, and I wouldn't want to see the profits go to, essentially, a chain.
'I'd prefer that that money stays with our independents, and I think they'll take their business away. I like Gail's personally, and if they were going into Walthamstow itself where there's lots of chains, lots of empty spaces, I'd be much more supportive of that.
'I can see that there is a certain hypocrisy, I get that.
'But I don't know, maybe it is the ultimate sign of gentrification. But that doesn't change my view. I think generally we should support traders and family businesses.'
Michael, 45, who is developing a community-based coffee shop
'We need to all fight them. There's no way around it. You open an independent coffee shop, you need to be mindful that this is going to happen and they're going to come. They're going to keep the businesses for two, three years without profit until they bite you.
'But I think it's worth to try and remember the smallest businesses are going to pay most of the tax.
'So I think we are much more beneficial for growth than corporations or franchises for that matter. I think it's worth being that way, to develop that way.
'My lovely customers, probably most of them will be here anyway regardless because you build this relationship and that's very important. But I don't know how this is going to affect us, I have no idea to be honest.'
Despite plans to open another to shops in London and having more than 130 openings, managers at Gail's do not consider themselves a chain
The petition which has been set up to stop Gail's bakery opening a new store in Walthamstow
Luke Johnson: Oxford medical student who made millions in pizza
Luke Johnson began his career at 18 when he organised parties as an Oxford medical student.
The entrepreneur worked at TV-AM as an assistant to former Conservative MP Jonathan Aitken, who was an investor in the broadcaster, and was also an analyst at investment bank Kleinwort Benson.
But he made his fortune with Pizza Express after buying it with fellow medic Hugh Osmond for £8million in 1983. It grew from 12 outlets to more than 200 and the pair then floated it on the stock exchange 10 years later.
He also co-founded investment firm Intrinsic Value in 1999, and invested in businesses such as Belgo Group, which owned The Ivy and Le Caprice.
Mr Johnson set up Risk Capital Partners in 2001 which owns stakes in a range of businesses including Brighton Pier Group and Gail's.
He also became the youngest ever chairman of Channel 4 in 2004 and donated money towards the Brexit campaign before the EU referendum.
Mr Johnson spoke out against pandemic restrictions, saying in October 2020 that the country could not afford another lockdown.
And in a column for The Sunday Times in 2019, he said he worried that 'climate alarmists are unduly pessimistic and anti-business, and that global warming is used by some as a convenient stick with which to beat capitalism for purely political reasons'.
Gail's first opened in 2005 in Hampstead, North London, and slowly began to spread across the capital before cherry picking new towns and cities to set up in including Wilmslow in Cheshire and Epsom in Surrey.
Gail's chief executive Tom Molnar previously told the Mail that it was a huge compliment that people ask him for a Gail's in their locality.
Despite plans to open another to shops in London and having more than 130 openings, managers at Gail's do not consider themselves a chain.
In an interview with trade publication British Baker, Marta Pogroszewska said she believed 'scale' was an uncomfortable term and the company will always focus on being a 'neighbourhood bakery' rather than a chain.
The arrival of a Gail's in a town is a boost for property prices and a sure indicator that that the area is on the up and up.
Or as Dominic Agace, chief executive of Winkworth estate agents, said: 'Gail's marks an area as a prime property market.'
But for the locals, represented by organiser James Harvey in Walthamstow, the introduction of the brand threatens their individuality.
Mr Harvey added: 'Walthamstow Village, a vibrant local neighbourhood in London, UK, is treasured for its collection of local, independent, and family-run businesses.
'Our high street, a spotlight for these coveted establishments, faces a threat to its uniqueness with the prospect of Gail's, a large-scale bakery chain, setting up shop on it.
'Gail's, although respected for their quality, bring a risk of overshadowing our much-loved local stores due to their massive scale and advertising reach.'
A spokeswoman for Gail's said: 'We understand the concern around chains, but our view is that a healthy high street is one with a diversity of quality offers each delivering their best.
'High streets evolve over time and we open our small bakeries often in closed banks or stranded restaurants.
'All of our bakeries exist in areas where the choices are wide and growing - we should be celebrating the improvement in our food landscapes'.
