Downloading the Ole & Steen app gets you a free hot drink and 100 points. Order the same pastry through Deliveroo and you earn nothing at all.
Loyalty points are only earned on purchases made with Ole & Steen directly. They cannot be awarded through third party operators such as Deliveroo.
That is the single most expensive thing to get wrong here, because the bakery is a chain people order to the office.
What the signup is actually worth
New app users get a free regular hot drink and 100 points.
You earn 10 points for every £1 spent.
Rewards can be redeemed from 400 points, up to 2,000 points.
Do the arithmetic and the signup is better than it looks. 400 points is £40 of spending, and they hand you 100 of those points for nothing. So joining puts you a quarter of the way to your first reward before you have bought anything, and gives you a coffee on top.
The 400 to 2,000 range is the useful part: you can cash out early and often on small things, or save up to around £200 of spending for something substantial. Points work across the majority of the menu.
Check in before you order, not after
The step people miss, and missing it costs you the points on that visit.
Tap Check-in in the app to show your QR code, have it scanned at the till, then place your order. Points are added automatically after payment.
Redeeming works the same way round: check in at the till first and tell the team you want to use points, and the balance updates after payment.
Reward vouchers expire in about a week
Separate from points, and easy to lose.
Reward vouchers usually have a validity of 7 days, though it varies. The expiry is shown directly below each voucher in the app, reading something like “Expires 7 days” or “Expires today”.
Vouchers arrive by push notification if you have allowed them, or appear when you next open the app. They live under Rewards.
There is also a birthday treat for loyalty members.
So the practical habit: open the app when a notification arrives rather than saving it for later, because a week is not long.
Ten years in London
Ole & Steen is marking its tenth birthday in London, and has put out a Cinnamon Social celebration cake and cupcake for it.
The autumn range runs on apple, pistachio, cinnamon and pumpkin spice, and the Apple Crumble Social is back by popular demand. The Social is the thing to order if you have never been: it is their signature cinnamon pastry rather than a cake.
Celebration cakes are available to pre-order, and there is catering and gift cards.
What it is
A Danish all-day bakery, so it works as breakfast, lunch and an afternoon stop rather than only as a cake shop. Danish bakeries are built around rye bread and cinnamon pastry rather than the French patisserie model, which is the real difference from its London competitors.
Allergen and calorie information is published on their site rather than only in store.
How to plan it
Download the app before your first visit for a free hot drink and 100 points.
Always order direct, because Deliveroo and other third parties earn you no points.
Check in at the till before ordering, not after.
First reward at 400 points, which is £40 of spending, less the 100 you were given.
Open vouchers when they arrive, because they usually expire in 7 days.
Never been: order a Social, and the Apple Crumble one is back for autumn.
Ole & Steen
- Address
- Branches across London. Find a bakery through their store finder
- Nearest
- Varies by branch
- Hours
- All-day bakery, with hours set per branch
- Booking
- None needed. Celebration cakes can be pre-ordered, and catering is available
- Price
- Bakery prices. The loyalty app gives 10 points per pound, with rewards from 400 points up to 2,000, plus a free hot drink and 100 points on signup
- Standing
- A Danish all-day bakery, marking ten years in London, known for its cinnamon Socials
How to get in
The app gives new users a free regular hot drink and 100 points, which is a quarter of the 400 points needed for the first reward. Points are earned only on direct purchases and never through third parties such as Deliveroo. You must check in with the app QR code before ordering, and reward vouchers usually expire after 7 days.
Where to go next
The bakeries page compares the rest, and the coffee shops cover where to drink it.
Breakfast in London covers the morning more widely, and brunch the late version.
Questions we get asked
Is the Ole & Steen app worth it?
Yes, on the signup alone. New app users get a free regular hot drink and 100 points. You earn 10 points per £1 spent and the first reward is available at 400 points, so the 100 free points represent a quarter of the way there before you spend anything.
Do you earn Ole & Steen points on Deliveroo?
No. Loyalty points are only awarded on purchases made with Ole & Steen directly, and cannot be given through third party operators such as Deliveroo. Order direct if you want the points.
How do Ole & Steen loyalty points work?
You earn 10 points for every £1 spent on direct purchases. Rewards can be redeemed from 400 points up to 2,000 points across most of the menu. Check in at the till with your app QR code before placing your order, and points are added automatically after payment.
How long do Ole & Steen reward vouchers last?
Usually 7 days, though it varies. The expiry is shown below each voucher in the app, reading for example 'Expires 7 days' or 'Expires today'. Vouchers appear under Rewards and arrive by push notification if enabled.
What should you order at Ole & Steen?
A Social, their signature cinnamon pastry. The Apple Crumble Social is back for autumn, and a Cinnamon Social celebration cake and cupcake have been made for the bakery's tenth birthday in London. The autumn range runs on apple, pistachio, cinnamon and pumpkin spice.
Written by Robert J Wills, no. 297 in the guide.
Last checked 6 October 2026 against the venues' own published information. Nobody pays to appear here and we take no bookings.
