Fortnum & Mason Earns 9/10 for Royal Afternoon Tea

Fortnum & Mason’s Afternoon Tea Receives High Marks

In a detailed review of the iconic Fortnum & Mason’s Diamond Jubilee Tea Salon in London, a recent assessment has awarded the experience a near-perfect score of nine out of ten. This prestigious establishment, known for supplying tea to the royal family, offers an afternoon tea that stands as a strong contender against other London institutions like The Ritz and Harrods.

A Taste of Royal Tradition

Located near Buckingham Palace, the Diamond Jubilee Tea Salon at Fortnum & Mason offers an atmosphere described as high-end and elegant, evoking a sense of historical charm reminiscent of shows like Downton Abbey. The salon itself was inaugurated by Queen Elizabeth II, underscoring its royal connections. Fortnum & Mason’s expertise in tea is evident, with over 1,000 varieties available downstairs and more than a hundred tea blends offered on the menu for afternoon tea service. The reviewer opted for the “Royal Blend,” a special creation from 1902 for King Edward VII, which remains their bestseller.

The Classic Afternoon Tea Experience

The classic afternoon tea at Fortnum & Mason is priced at £85 per person. However, the reviewer secured a deal through Virgin Experiences, reducing the cost to £70 per person, a saving of £15 per individual. A practical tip for visitors is to request tap water instead of bottled water to manage costs, as bottled options are significantly more expensive.

The afternoon tea is served on a three-tiered stand, presenting a selection of finger sandwiches, scones, and cakes all at once. The reviewer noted the generous table spacing and the provision of a special cake fork, highlighting the attention to detail.

Sandwiches: A Solid Foundation

The sandwich selection, which comes with unlimited refills, included five varieties: smoked trout on beetroot bread, English ham and mustard on white bread, Coronation chicken on brown bread, egg mayonnaise on poppy seed bread, and cucumber and cream cheese on white bread. The reviewer found the sandwiches to be a good size, well-filled, and generally tasty, though not spectacular. The smoked trout sandwich offered a stronger flavor than smoked salmon, while the English ham and mustard had a pleasant kick. The Coronation chicken was noted as a standard, enjoyable filling, and the egg mayonnaise was creamy and not overly eggy. The cucumber and cream cheese sandwich was slightly criticized for having too much cream cheese relative to the cucumber.

Scones: The Star of the Show

The scones were highlighted as the standout element of the afternoon tea, receiving the highest praise. Both the standard and fruit scones were described as having a pleasingly crisp exterior and a light, fluffy interior. The reviewer particularly enjoyed the fruit scone with its raisins and a dusting of icing sugar. The accompanying condiments included Fortnum & Mason’s own strawberry preserve and orange curd, alongside a generous portion of clotted cream. The jam was praised for its taste and consistency, while the orange curd, though pleasant, was considered less traditional than lemon curd. Ultimately, the scones themselves were deemed exceptional, making them the best the reviewer had experienced in London.

Cakes: A Mixed Bag

The cake selection presented a variety of flavors and textures. Options included a rose éclair, orange mousse, coconut loaf, treacle tart, and a chocolate and hazelnut praline. The coconut loaf was singled out as disappointing, described as heavy and not sweet enough. The orange mousse, shaped like an orange, was a hit for its light texture and powerful orange flavor. The treacle tart offered a strong, toffee-like taste with a gingery aftertaste, and the rose éclair provided a distinct rose flavor, reminiscent of Turkish delight. The chocolate and hazelnut praline was noted as rich and chocolatey without being overly heavy. While most cakes were enjoyable, the overall presentation of the cakes was considered less refined than the sandwiches and scones.

Service and Value

Service throughout the experience was described as fantastic and attentive, with staff readily offering refills on sandwiches, scones, and cakes. A significant point of value was the absence of a service charge, unlike some other establishments where service fees are added even when a deal is used. The ability to take home any unfinished items, including sandwiches, scones, cakes, and even remaining jam, in branded Fortnum & Mason boxes and bags, added to the overall positive experience and perceived value.

What Investors Should Know

Fortnum & Mason’s enduring success in the luxury retail and hospitality sector is built on a strong foundation of heritage, quality, and a deep connection to the British monarchy. The brand’s ability to maintain relevance for over 300 years, while continuously innovating in its offerings like the afternoon tea, demonstrates a robust business model. For investors, this suggests a company with significant brand loyalty and a capacity to command premium pricing for its goods and services. The focus on exclusive experiences, such as the royal-endorsed afternoon tea, provides a unique selling proposition that is difficult for competitors to replicate. Furthermore, the successful implementation of deals and packages, as noted by the reviewer, indicates a strategic approach to customer acquisition and revenue management. The high customer satisfaction score of 9/10 reinforces the strength of the brand and its offerings, suggesting continued demand and potential for growth in the luxury market.

Conclusion

The afternoon tea at Fortnum & Mason’s Diamond Jubilee Tea Salon is highly recommended, achieving a score of nine out of ten. The exceptional scones, pleasant sandwiches, enjoyable cakes (barring the coconut loaf), excellent service, and the overall elegant ambiance contribute to a memorable experience. The historical significance and royal patronage further enhance its appeal, making it a top choice for those seeking a quintessential British afternoon tea.

Source: Fortnum & Mason Afternoon Tea – Is It Better Than Harrods & The Ritz? (YouTube)