North London Cafes Lost to Daisy Green Chain

Key Points

• Patrick Matthews and wife Emma Fernandez, operators of Hoxton Beach cafes at Parliament Hill Lido (since early 2018), Highgate Wood, and Queen’s Park, were informed on December 19 by Superintendent Bill LoSasso that their bid to retain the leases failed.
• City of London Corporation (CoL) awarded leases for five cafes—including those in Parliament Hill Fields and Golders Hill Park (run by D’Auria Brothers for 43 years)—to Marylebone-based Daisy Green chain following a marketing process.
• The family describes the loss as “devastating,” especially for Emma, their business, and daughters aged 11 and nine who are deeply attached to the sites.
• Patrick Matthews launched a Change.org petition that gathered 14,500 signatures in a fortnight, backed by actor Benedict Cumberbatch, a lido regular.
• Cafes operated under precarious ‘tenancies at will’; Matthews expanded from one site to three after others vacated.
• CoL aims to firm up tenancies with investment, expanded menus (zero waste, dietary options), affordability, sustainability, local suppliers, children’s activities, and senior discounts.
• Alderman Gregory Jones KC praised Daisy Green’s bid for quality, sustainability, affordability, and community value.
• No formal end date provided; Matthews in limbo, heard end of January informally, plans to fight on.
• Broader context: Cafes struggle with winter losses but remain “real” and affordable amid London’s commercial pressures.

Parliament Hill Lido cafe operators face abrupt handover amid family heartbreak and public backlash.

nPatrick Matthews and his wife Emma Fernandez, the Kentish Town couple behind the Hoxton Beach cafes at three cherished north London green spaces, expressed profound devastation after losing their leases to the expanding Daisy Green chain. The decision, announced by the City of London Corporation (CoL) on December 19, affects sites at Parliament Hill Lido, Highgate Wood, and Queen’s Park—spaces where the family has poured their lives since 2018. Superintendent of Hampstead Heath and Highgate Wood, Bill LoSasso, delivered the news via phone, leaving the operators “shellshocked.”

As reported in the original coverage, Patrick Matthews recounted the moment vividly:

“I had a phone call on December 19 from Bill LoSasso saying you have lost all three and we were just shellshocked.”

This inverted pyramid lead captures the human toll at the forefront, with the retendering of five CoL-managed cafes—including long-standing Parliament Hill Fields and Golders Hill Park sites held by the D’Auria Brothers for 43 years—handed to Marylebone-based Daisy Green, now set to operate 21 London sites.

Who Are the Affected Cafe Operators?

Patrick Matthews and Emma Fernandez launched Hoxton Beach at Parliament Hill Lido in early 2018, later expanding to Highgate Wood after Toby Brown handed in his keys, and Queen’s Park when its previous operators departed.

“We did not set out to run three cafes, we started at the Lido, then Toby Brown handed his keys in at Highgate Wood, and when the people running Queen’s Park did the same we went in to save the situation,”

Patrick Matthews explained.

The cafes ran under ‘tenancies at will’—indefinite arrangements terminable with minimal notice—which Matthews acknowledged as unsatisfactory. He highlighted their quirky, community-focused model:

“So much of London is being ruined by a tide of money, but there is a quirky thing about a lot of open spaces that the cafes have stayed real—it’s very difficult to make a go of them, you have to make it through the winter losses while selling stuff at prices customers can afford. We know our customers and manage to make enough money to just about cover our costs.”

Emma Fernandez, whom Patrick described as feeling this work is “what she was born to do,” faces personal ruin alongside the business. Their daughters, aged 11 and nine, integrated the cafes into daily life—swimming at the lido during lockdown, visiting after school.

“It’s devastating for us personally, particularly for Emma… And it’s terrible for our little girls… They can’t believe such a thing could happen,”

Patrick stated. The 11-year-old even aspired to work there one day.

What Triggered the Cafe Retendering Process?

The CoL initiated a formal marketing process to retender the leases, aiming to replace precarious tenancies with firmer agreements. This encompassed five sites: Parliament Hill Lido, Highgate Wood, Queen’s Park, Parliament Hill Fields (D’Auria Brothers, 43 years), and Golders Hill Park. Bill LoSasso, as Superintendent, notified operators like Matthews on December 19.

Patrick Matthews noted the lack of formality post-notification:

“I heard they told another cafe owner about them wanting us out by the end of January but we have had nothing in writing, no date given and no discussion—all I have to go on is that that phone call on December 19 but we are going to fight on.”

The family remains in limbo, with no clear handover timeline.

How Has the Public Responded to the Decision?

Patrick Matthews swiftly launched a Change.org petition urging the CoL to reconsider, amassing 14,500 signatures in a fortnight.

“We just love our cafes and customers, and our customers love us… They are absolutely wonderful, that’s why we got 14,500 signatures in a fortnight because people really feel strongly,”

he said. Support includes actor Benedict Cumberbatch, whose family frequents the lido, underscoring community ties.

This backlash reflects wider sentiments about preserving independent, affordable operators amid chain expansions. Customers value the “real” cafes that endure seasonal challenges without jacking up prices.

Why Did the City of London Corporation Choose Daisy Green?

Announcing the award on December 19, the CoL emphasised Daisy Green’s bid as the strongest. Chair of the CoL’s Hampstead Heath, Highgate Wood and Queen’s Park committee, Alderman Gregory Jones KC, stated:

“These cafés play an essential role in the life of our green spaces, and we are delighted to be moving forward with an independent operator that will bring energy, creativity, and investment to each site. Daisy Green demonstrated the strongest blend of quality, sustainability, affordability, and community value—all central to our role as stewards of these wonderful places.”

The CoL outlined commitments: significant investment, menu expansions with zero waste items, dishes for dietary and religious requirements, affordability, sustainability, local supplier partnerships, children’s activities, and senior discounts. This addresses past tenancy insecurities while enhancing offerings.

Daisy Green, an Aussie-inspired chain based in Marylebone, will integrate these into its 21-site portfolio, promising vibrancy without compromising stewardship.

What Changes Will Daisy Green Bring to the Cafes?

The CoL’s vision includes transforming the cafes into hubs of innovation. Beyond investment, expect zero waste initiatives, inclusive menus, and community programmes. Alderman Gregory Jones KC highlighted the operator’s alignment with green space priorities.

Patrick Matthews questions the shift: “Our customers love us,” he insists, pointing to petition success as proof of loyalty. Yet CoL frames it as stewardship evolution.

How Does This Fit into Broader North London Green Space Trends?

This retendering occurs amid pressures on London’s open spaces, where independent cafes battle commercial tides. The D’Auria Brothers’ 43-year tenure at Parliament Hill Fields and Golders Hill Park ending mirrors Matthews’ plight, signalling a CoL push for stability and scale.

Families like Matthews’ embody the human stories: from lockdown swims to after-school rituals. “The cafes are part of their lives,” Patrick noted of his daughters.

What Happens Next for the Hoxton Beach Family?

Patrick vows to fight, leveraging 14,500 signatures and celebrity backing. No end date in writing leaves room for negotiation, though CoL appears resolute.

Emma’s passion—”it’s her life”—and the girls’ disbelief amplify the stakes. As Daisy Green prepares to launch, the battle pits community heart against corporate efficiency.