This April, we are launching an exciting new social experiment into how receptive the local London community is to random acts of kindness, inspired by worldwide phenomenon of Paying It Forward , celebrated worldwide on 28th April.

In line with our community spirit and genesis to putting something good back into the world, we will be pioneering the use of PIF.

Launching in London, week commencing 25th April, we will spearhead the campaign across our 26 London stores, welcoming guests to take part in our trial performing random acts of kindness throughout the week, leading up to the official PIF day celebrated on 28th April.


Partnering with national charity, FoodCycle, who build communities and create nutritious meals made from surplus food for people at risk of food poverty and social isolation; we will be donating £5 to FoodCycle for every baking masterclass purchased via PIF.

Leading psychologist, Sandi Mann from University of Central Lancashire has authored a book about the psychology of paying it forward, entitled: Paying It Forward: how one cup of coffee could change the world.

Commenting on why random acts of kindness can be met with suspicion especially from people living in London:  “This is natural for city dwellers who are used to fighting for resources rather than sharing them. I hope that campaigns like this demonstrate that even in London, there are kind people who are acting with no ulterior motive other than the desire to be nice!

“It’s fantastic to see leading industry brands such as Le Pain Quotidien getting behind this kindness initiative which will hopefully encourage an onward domino effect of doing a good deed.”

In celebration of National Pay It Forward Day, we are encouraging all of our guests to be a part of our experiment in making London a happier place to be!