A Windsor coffee shop has sparked an unexpected cycling craze by offering customers in Lycra a 10 per cent reduction on their bill.
The Cinnamon Café's promotion has transformed the Berkshire town into the destination for what riders have dubbed the "Bun Run".
The nickname refers to a gruelling 62-mile return journey from the capital undertaken purely for discounted refreshments.
Staff at the establishment reported two-wheeled visitors have been filling the premises every week from Thursday through to Sunday.
Outside the café, dedicated bicycle storage racks now line the pavement, accommodating the influx of customers arriving on two wheels.
The promotion has proved divisive among Windsor's residents.
Some complain that weekend roads have become clogged with groups of middle-aged men in cycling gear, commonly referred to as "Mamils".
Hugh Nixon, an 84-year-old local, acknowledged the scheme had turned the royal town into a cycling hub.
A Windsor coffee shop has sparked an unexpected cycling craze by offering customers in Lycra a 10 per cent reduction on their bill
|He told The Telegraph: "When there's a whole bunch of them, you can't get past in the car. It's like trying to pass a caravan."
Others have questioned whether the offer is equitable.
June Adnitt, a 79-year-old retiree, asked: "Why have they got 10pc off just because they are cyclists?"
Ian Jones, the café's proprietor, has defended his pricing policy.
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The Cinnamon Café's promotion has transformed the Berkshire town into the destination for what riders have dubbed the 'Bun Run'
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He said: "It's a nice thing to have particularly for the cycle community. We do try to encourage people [to travel by bike because] Windsor is a difficult place to park."
The business owner clarified the reduction extends beyond cyclists to include residents, although visitors from elsewhere must pay the standard rate.
Meanwhile, those making the journey from London have voiced their own frustrations.
Online discussions describe "horrible" traffic conditions and lament the absence of any car-free route between the capital and Windsor.
Sir Sadiq Khan, the Mayor of London, has overseen the construction of an extensive network of cycle superhighways across London
|GETTY
The capital is experiencing a significant surge in cycling, with Transport for London research from November showing daily bicycle journeys have risen 43 per cent since 2019 to reach 1.5 million.
Sir Sadiq Khan, the Mayor of London, has overseen the construction of an extensive network of cycle superhighways across London.
However, the boom has brought tensions, with some cyclists accused of ignoring traffic signals and zebra crossings, prompting police to consider stricter penalties for lawbreakers.
Highway Code changes introduced in 2022 permit cyclists to ride side by side when they deem it safer, whilst also requiring group riders to remain considerate of other road users.
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