Windsor, best known as the home of one of the world's oldest royal residences, is now experiencing a different kind of tourism boom. Instead of visitors hoping to catch the Changing of the Guard, the picturesque Berkshire town is seeing a surge of cyclists eager to snag a bargain cappuccino.
The Cinnamon Cafe's Lycra Discount
The Cinnamon Cafe has become a pilgrimage site for two-wheeled travelers thanks to its self-described 'Lycra discount', offering a 10% reduction on all food and drink. According to the Telegraph, many London cyclists are now making a special trip to Windsor for the so-called 'Bun run'.
Cafe owner Ian Jones said the scheme was designed to encourage less car use, given the shortage of parking in the town. He added that the deal is available to local residents as well as visitors, provided they arrive on two wheels. The cafe has even installed cycle racks so customers can safely store their bikes while they take a break.
Local Reactions and Tensions
However, the sudden influx of cyclists—particularly middle-aged men, or 'MAMILs' as they have become known locally—has divided the town. Hugh Nixon, 84, said the Lycra discount has turned Windsor into a cycling hub, creating a particular nuisance for local drivers who struggle to get past large groups of riders.
Cycling Boom in the UK
This trend reflects a broader cycling boom in the capital. Figures from contractor Serco show that more than nine million Santander Cycle hires were made in the year up to October 2025, a 4% increase on the previous year. Councils nationwide have invested heavily in cycle 'superhighways' to boost ridership and reduce car use and traffic in town centers.
At the same time, new legislation has created offenses to tackle dangerous cycling. Under newly introduced laws, causing death by dangerous cycling is now punishable by up to life imprisonment.
