'The cycling community is always welcome in Windsor' – the English town 'overrun' by cyclists, and the coffee shop at its heart

Windsor has become a notable hub for cyclists, partly due to the presence of the Cinnamon Café, a local establishment that has long embraced the cycling community. The café, owned by Ian Jones, has offered a ‘lycra discount’—a 10% reduction on food and drink for customers wearing activewear—for fifteen years. Despite this longstanding offer, it recently attracted unexpected media attention and local controversy, with some reports suggesting the discount had led to an influx of cyclists and congestion in the town. Jones, however, emphasises that the discount is just one of several incentives aimed at different customer groups and expresses frustration at the disproportionate backlash directed at cyclists. The tension surrounding the café’s promotion of cycling reflects broader cultural conflicts between cyclists and motorists in the UK. This ‘culture war’ has been fuelled by political debates, including former Prime Minister Rishi Sunak’s pledge to end what he called a “war on the motorist,” and government promises to increase funding for active travel infrastructure. Yet, the underlying goal shared by all road users remains the same: safer roads, cleaner air, and better facilities for everyone, including dedicated cycle lanes. The article highlights the irony that cyclists often face criticism despite many also being drivers themselves, and points out that other slower road users rarely attract similar hostility. Beyond the controversy, the Cinnamon Café has played a significant role in shaping Windsor’s identity as a cycling town. Since opening in 2001, the café has partnered with local cycling businesses to provide amenities such as bike pumps, repair kits, and racks, fostering a welcoming environment for riders. The cycling boom in Windsor accelerated around 2013 when influencers began visiting the café, which now sees around 500 cyclists passing through each weekend, especially those completing the popular 62-mile ‘Bun Run’ loop from Richmond Park. The café has become a community focal point, with support from notable cyclists and a strong social media presence. Jones recalls a critical moment in 2017 when the café nearly closed after the landlord sought to replace it with a chain outlet. The cycling community rallied in support, demonstrating the strong bond between the café and local riders. Despite the recent media frenzy, the café remains proud of its cycling heritage and the role it plays in Windsor’s vibrant cycling scene. For Jones and many others, the influx of cyclists is a positive sign of a healthy, active community, and the café continues to welcome riders as an integral part of its business and identity.