Proper Coffee

The Cracked Coffee Co.Fitzrovia, London

★EverydayThe everyday answer

New Cavendish St0.1 mi from Fitzrovia centrelast reviewed May 2026

The espresso is fruit-forward and deliberate, bold without sourness, with a flavour profile that suggests a conscious choice about roast or sourcing. The pistachio croissant is the other reason to come.

Deliberate, fruit-forward espresso in a Fitzrovia room that mostly came for the croissants.

5.0★★★★★(112)
Reviews from Google Maps

What we love

  • •Espresso is fruit-forward and bold, not the neutral house-blend profile common in the area
  • •Custom espresso requests handled willingly
  • •Pistachio latte is distinctly sweeter than the standard latte, worth knowing before you order
  • •Food-first room with a croissant selection that earns its own visit

Location

154 New Cavendish St, London W1W 6YN, UK

0.1 mi from Fitzrovia centre

From the Journal

View all pieces →

Also in London

See all →
Kiss the Hippo Coffee Fitzrovia Corner★★★ Purist

Order a V60 from the printed single-origin list, tasting notes and farm name included, and take a bag of Kiss the Hippo's own-roasted beans home from this Fitzrovia counter.

WatchHouse Fitzrovia★★★ Purist

WatchHouse roasts its own coffee at a dedicated Coffee Lab in South London, and this Fitzrovia counter pours the results. Single origins carry tasting notes, with the Roaster's Spotlight rotating in something new to try.

Attendant Coffee Roasters★★★ Purist

Attendant roasts its own and pours named single origins as V60, AeroPress, or espresso. The Roasters in the name is their own operation, not a supplier's.

Run this café? Add the Proper Coffee badge to your site