Soft Serve Society

Diverse Flavors, Spectacular Soft Serve Experience!

Ah, Soft Serve Society—a whimsical wonderland nestled in the heart of Seven Dials, ready to tantalize your taste buds while Instagramming its way into your heart. Upon entering, the sweet allure of various soft-serve flavors goes head-to-head with the intoxicating scent of freshly baked cookies—a tough battle indeed. My choice? A matcha white chocolate cookie paired with a decadent chocolate oreo freakshake; both bold selections that scream indulgence and luxury amid frenetic London sidewalks. The matcha flavor bursts gloriously through the mild sweetness, held together by gooey white chocolate chips, leaving any fan of this Japanese joy both sated and salivating for more. Despite my trepidation on parting with hard-earned coins for London-priced treats, the quality certainly helped justify the cost—on this occasion, at least.

Now, what of the shadow amongst the highlights? The coconut charcoal ice cream had us embroiled in a delightful mix of intrigue and skepticism. The texture was smooth with an unconventional grittiness that strikes as avant-garde; albeit, somewhat insipid and not worth the hefty price tag. Speaking of unlikely charms, regrettably, the bubble teas didn’t hold a candle to the nostalgic tea experiences we've grown to chase. Yet all is a mere drop in a pond if it weren't balanced so effortlessly by a staff so unwaveringly cheerful and accommodating—even during busy shifts. And yes, despite shared seating being a scramble akin to securing Glastonbury tickets, the ambiance bears the convivial ethos of London's bustling food scene. For those willing to overlook a few bumps in the pursuit of frozen dreams, Soft Serve Society earns merits for both innovation and chocolatier brilliance—a place where each scoop fraternizes finely with its companions across the dessert plate. — Milo Tastemaker