It’s been a little while since our last People and Product feature here at Crown Northampton, and that’s because we’ve been busy in the factory with a few exciting limited releases. If you’ve ever met any of our creative team, you’ll know we like to kick off our day at a local Northampton institution, Magee Street Bakery. Currently owned and run by the lovely Jooles and Carl Joyce, their legendary sandwiches and dirty chai lattes are, in our opinion, the perfect way to start a Wednesday. As fellow purveyors of fine craftsmanship, we thought it only fitting to get a pair of our latest Badalassi leather collection sneakers on their feet. And with that, we bring you this latest people and product feature - enjoy the read!
Jooles is wearing the Harlestone Derby in Mustard Badalassi, while Carl is wearing the Everdon Wholecut Mid in Olive Badalassi.
Magee Street - Where did it all begin?
Magee Street Bakery first started with friends Maddie and Tom. Then, our close friends Elliot and Alfie took over, bringing their food development expertise and elevating the place to the next level. That’s when we came on the scene, learning the ropes under their stewardship. When Elliot and Alfie decided to step back to start a family and returned to their previous careers, we decided to take the plunge, going all in to buy the place and keep it going.
Was it always a baker's life for you both?
Actually, both Carl and I have always been in the hospitality and catering industry. Carl has always had a passion for cooking, while I’ve always been front of house. We actually met at a local foodie institution, Buddies Diner, back in the early noughties (now sadly no more). After Carl wooed me into becoming his wife, we started our life together, both working and living together in Northampton. You could say it was a match made in heaven - or at Buddies!
So you took over Magee Street from Elliot and Alfie back in 2018, that must have been scary. Is there anything you set out to change or really wanted to do with the place that wasn’t already being done?
When we took over the bakery we initially wanted to introduce a bigger menu with more options for people to enjoy, when it came to the interior we wanted to make it our own, of course, and were keen to keep lots of little sentiments of the local Northampton area and people in order to give it a unique character.
What is it about Magee Street that keeps the people coming? Great marketing? Great product? Amazing service?
We don’t really do a lot of marketing, to be honest. Our biggest draw is word of mouth, and we let the product and service speak for themselves. We’ve kept all the favourites on the menu and added our own twist - Carl loves to put his mark on things by coming up with new featured sandwiches and breakfast options to keep people guessing. Of course, we also continue to offer the classics like our cakes and pastries.
And the bread, THAT bread, the famous Magee Street sourdough—tell us about that?
What’s to say, really? It’s one of the most basic things to make, but the feeling people get when they enjoy our sourdough can’t really be put into words. For some, their household isn’t complete without a loaf of our seeded or plain sourdough in the bread bin. We’ve even had someone reserve their bread for the week while traveling back from Dubai - now that’s dedication (or should we say bread-ication, ha ha).
#ScotchEggSunday - what’s the deal there then?
Ahh, scotch eggs. What better way to cure a hangover on a Sunday morning? They’re all made from scratch in-house, and we love experimenting with different flavour profiles and ingredients to make a scotch egg to remember. We even do a veggie version when we can, so everyone can join in the eggy goodness. Best enjoyed warm and with a brew.
What’s next for Magee Street? A second? A third? Global domination outside Northampton?
Well, it’s something we’ve deliberated over for many years. With the increase in business costs, we need to tread carefully. The original Magee Street (ironically located on Derby Rd, which runs parallel to Magee Street) will always be the small, cosy spot where people can come to relax and enjoy. A second location would need to be bigger, allowing us to expand the menu with more brunch and lunch options and fit more people in. As with anything in business, when the right opportunity comes along, we’ll do our best to jump on it.
Just as Carl and Jooles pour their passion into crafting delicious creations at Magee Street, on the other side of town, we bring the same dedication and artisanal craftsmanship to the Crown Northampton Badalassi collection. If their style inspires you, you can explore and shop the Badalassi collection here.
If you’re ever in Northampton town (‘where the shoes are found'), then call in to Magee Street and be sure to enjoy their iconic sandwiches or scotch eggs. NN1 4JS.
