Review: Bedford screams for ice cream as town centre dessert parlour celebrates 16th birthday

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Creams Bedford owner Tariq Mahmood personally welcomed each and every one of the hundreds of Bedfordians who came to his dessert parlour today. Image: Bedford Independent
Creams Bedford owner Tariq Mahmood personally welcomed each and every one of the hundreds of Bedfordians who came to his dessert parlour today. Image: Bedford Independent

The sound of children laughing filled the air this Friday (17 May) as Creams, the dessert parlour chain, celebrated their 16th birthday with a free scoop of ice cream for every customer at the Bedford store.

Creams as a brand was founded 16 years ago but came to Bedford High Street almost seven years ago in December 2017, when franchise owner Tariq Mahmood moved to the town from East London.

And Bedfordians should be thankful he did. Creams’ CEO Everett Fieldgate says, of their almost 100 stores, “Bedford is the best” with Tariq, “Engaged and passionate about his business and working with the local community”.

The busy dessert parlour gave away free ice cream, balloon animals, face painting and the opportunity to take some funny photos in a photo booth.

The Bedford Independent was also invited along, mainly because ice cream cones are great journalists – they always get the scoop.

Customers could choose from over 20 flavours of Italian sorbet and six flavours of gluten-free sorbet suitable for vegans and vegetarians, receiving an extra free scoop of ice cream with their purchase.

Creams Bedford staff serving ice cream. Image: Bedford Independent
Creams Bedford staff serving ice cream. Image: Bedford Independent

There weren’t many toppings to choose from, which upset me a little due to the fact I think ice cream is better with toppings. Am I right or am I meringue?

All the staff were exceptionally polite, always cooking, cleaning, or serving customers with smiles on their faces.

Customers were sat and served quickly, yet a long line paraded through the balloon-arched entrance as hundreds of people queued for ice cream.

The atmosphere was fantastic, no one was rushed out of the parlour in a stressed panic as busy restaurants can sometimes do and the aroma of waffles and pancakes cooking was delicious. Everyone looked to be having a great time.

And much of that seems to be down to Creams Bedford owner Tariq, who was constantly checking everyone was happy and helping his team where they needed it.

I caught up with him for a few minutes in between busy periods during the celebration. He was proud to see so many people coming into town to support them.

“It’s a brilliant response,” he said. “Bedford is a really nice place to live and to work and for businesses. When we moved to Bedford we said we’d see how we felt after living here for a couple of years.

“So, then I asked my wife, my family, and my kids and they said they don’t want to go back to London. We really like Bedford, business is good, the people are positive, and there are different multicultural communities here, and it’s a nice beautiful area too.”

Great place to hang-out

I would recommend coming to Creams with an empty stomach as the portions here are huge.

For £10 you can get a massive waffle topped with chocolate cake, chocolate sauce, two scoops of ice cream and a wafer. You could happily share this with two-to-four people.

Music was playing quite loudly, so I wouldn’t recommend sitting near the speakers but luckily there is a lot of variety for seating with many secluded spots. The strong lighting covers up the darkness of the building which only has windows at the front.

Creams was very family-friendly and comforting but I would recommend this for ages 12 to 17 as a hang-out spot due to the trendy, upbeat music, free wifi and overall exciting, carefree vibe.

Accessibility is not something to worry about when coming to creams since everywhere including the toilets is very convenient and on one level.

Creams Bedford decorated their shop front for the brand's 16th birthday. Image: Bedford Independent
Creams Bedford decorated their shop front for the brand’s 16th birthday. Image: Bedford Independent

Creams Bedford is open seven days a week from 12pm to 12am.

Eat-in, take away and delivery options are available. find out more at creamscafe.com.