Hundreds of people are lining up down a quiet Coogee street for a bakery most would otherwise walk straight past.
Tucked inside a Woolworths Metro and local newsagent, Penelope Bakery and Roastery has quickly become one of Sydney’s most in-demand food spots.
The unassuming spot is now drawing daily queues for its cult cinnamon scrolls, Greek-style coffee and freshly baked treats.
What started as a passion project rooted in coffee has evolved into one of Coogee’s most talked-about food destinations.
Owner Tina Pil said the concept was never meant to be just another bakery.
‘We are coffee roasters, so our main inspiration was to sell freshly roasted coffee as a double ristretto with organic milk,’ she explained.
‘There was nowhere in the eastern suburbs that sold a good Greek Freddo cappuccino as it’s made in Greece, so our aim was to replicate this.’
That point of difference, bringing an authentic taste of Greece to Sydney, has clearly struck a chord with fans driving across Sydney for their special brew.
Hundreds of people are lining up down a quiet Coogee, NSW, street for a bakery most would otherwise walk straight past
Tucked inside a Woolworths Metro and local newsagent, Penelope Bakery and Roastery has quickly become one of Sydney’s most in-demand food spots. Now drawing daily queues for its cult cinnamon scrolls, unique Greek-style coffee and freshly baked treats
But it wasn’t just the coffee that kept people coming back.
The site itself carries history, with the space housing a different bakery for more than 30 years before the previous tenants vacated, giving Pil and her team the opportunity to step in, renovate and reimagine it, without losing the local favourites that regulars loved.
‘We kept some of the Coogee staples like Vegemite knots and flat burger buns that locals are obsessed with,’ she said.
Then came the now-famous cinnamon scrolls, which are arguably the biggest driver behind those daily queues.
Served within hours of being made, the scrolls have developed a near-legendary reputation in record time, thanks to a process that starts well before most customers are even awake.
‘The bakers start work at midnight, rolling the dough, baking and topping everything fresh every single day’.
‘Nothing is ever kept for the next day, instead it’s donated.’
It’s that commitment to freshness, combined with generous toppings and soft, pillowy dough, that has seen demand skyrocket, with many customers arriving early just to avoid missing out.
The now-famous cinnamon scrolls are are arguably the biggest driver behind the daily queues. Served within hours of being made, the scrolls have developed a near-legendary reputation
According to the owner, Tina Pil, the bakery was founded with coffee at its core, serving freshly roasted double ristretto blends with organic milk – and bringing authentic Greek Freddo cappuccinos to Coogee, a style rarely found in Sydney’s eastern suburbs
Alongside the scrolls, the bakery’s ‘coffee clouds’ have also gained unexpected popularity, particularly the pistachio version, which has become a standout favourite among regulars.
Despite the surge in demand, and rising costs across the hospitality industry, the team has made a conscious decision to keep prices accessible.
Their coffee remains at $4.50, even though their double ristretto shots and organic milk come at a significantly higher cost.
‘We don’t pass on surcharges on special days either,’ Pil said.
‘It might not be the typical way to run a business, but we figured if we kept locals happy and absorbed some of the costs, we’d have a better chance at success in such a tough market.
Despite the surge in demand, and rising costs, the team has made a conscious decision to keep prices accessible. Their coffee remains at $4.50 and they don’t have surcharges on public holidays
‘Our priority is just to make as many people as we can happy.’
The approach appears to be working, and their social media has been flooded with glowing reviews, with customers praising everything from the pastries to the coffee, and even the experience of lining up.
‘Went there a few weeks back, highly recommend,’ one wrote.
‘The cinnamon scrolls were soft, very nice,’ another added.
‘We love our paximadi with our coffee,’ said a third, referencing the traditional Greek biscuit also on offer.
‘So glad my partner lined up for my pistachio scroll – it was delicious,’ one customer shared.
‘So worth the drive!’ an eager fan wrote of their commute from Western Sydney.
In April, Penelope Bakery was tapped as one of the suppliers for a highly exclusive retreat hosted by Meghan Markle and Her Best Life podcast at Coogee’s newest luxury hotel, the InterContinental (pictured)
Meghan was the main drawcard and keynote speaker at the Her Best Life retreat held in Sydney for the weekend of April 17-19, joining host Gemma O’Neill on stage for a live discussion
The bakery’s growing reputation has also extended well beyond the local community.
In April, Penelope Bakery was tapped as one of the suppliers for a highly exclusive retreat hosted by Meghan Markle and Her Best Life podcast at Coogee’s newest luxury hotel, the InterContinental.
The team catered their now-famous cinnamon scrolls and brownies for the event, which was a moment that cemented their rising profile.
From a humble corner bakery to a destination drawing hundreds daily, Penelope’s success story is a testament to doing the basics exceptionally well.
And judging by the ever-growing queues, Coogee locals aren’t the only ones willing to wait for it.
