Lawrence Rosenberg and Kieran McCartney Jones are reuniting at Signorelli Broadgate for one day only, swapping Greenwich Market carbonara for City lunchtime croissants.
There are gentler ways to open a bakery in the City. Signorelli Broadgate has chosen the route involving flat caps, public selling, Apprentice-grade patter and Lawrence Rosenberg dressed as a croissant. Subtle it is not. Useful for getting people to notice a new bakery at lunchtime? Almost certainly.
On Tuesday 6 October 2026, Lawrence Rosenberg and Kieran McCartney Jones will reunite outside Signorelli’s Broadgate bakery for a one-day selling session, bringing back the double act that helped make their Greenwich Market appearance one of the more watchable moments of series 20 of BBC’s The Apprentice.
From carbonara to croissants
Their previous outing together came in episode three, Chicken v Egg, when the pair were sent to Greenwich Market to sell their team’s carbonara. The mechanics were hardly complicated: flat caps, loud voices, fast exchanges, upselling, a request for tips and, in Lawrence’s case, the small matter of doing the job dressed as an egg.
It worked. The pair sold out their market stock.
This time the product has changed, but the performance should be recognisable. The pasta is out. Signorelli’s pastries, cakes, chunky cookies, filled focaccia sandwiches and Italian coffee are in. And Lawrence, having apparently completed the natural evolutionary journey from egg to croissant, will be wearing the appropriate costume.
For fans of The Apprentice, that is probably the point. The show’s selling tasks have always lived or died by the same awkward question: can a contestant actually persuade a stranger to part with money, or are they merely shouting adjectives at the pavement? Lawrence and Kieran, at least on that Greenwich Market evidence, found a rhythm.
Lawrence Rosenberg, who reached the final five of the series, said: “Keir and I made the perfect cheeky duo on telly and we’re both buzzing to use that energy to support a super business in Signorelli.
“If you’ve ever wanted to see The Apprentice live in person, or you’re one of those people who’s always wanted to catch the filming in action, this is as close as you’re going to get. We’ll be begging for tips like Lord Sugar’s watching; I’ll be dressed in a croissant costume and you can even pretend to be Baroness Brady and mark our performance.
“We both said that we never had more fun on the show than when it was just us on a jolly – and that’s exactly what this stand will be about. Instead of ‘pasta with a side of performance’ – it’ll be ‘pastries with a side of puff’ – so we’re buzzing to meet fans and unsuspecting bystanders alike!”
A City lunch break with a bit of theatre
The Broadgate appearance is being staged to mark Signorelli’s new London location, close to Liverpool Street, and to introduce the bakery to workers and passers-by around the City.
There is a pleasingly old-fashioned logic to it. A bakery wants people to come and try the food. Two former Apprentice contestants are good at making a pavement feel like a pitch. Add a croissant costume and the whole thing becomes difficult to ignore, which is rather the idea.
Kieran is approaching the day with a tone that suggests the boardroom has left no permanent fear of public judgement.
“The Apprentice was intense, the pressure was high, the boardroom was brutal, and Karren Brady was always looking 10/10.
“But I survived Lord Sugar, so I think I can survive meeting you lot.
“Come down, say hello, grab a photo… and have a bite of my croissant. See you there, you sexy lot!”
Their friendship has continued since the programme, with the pair going on to co-host Lads Day Out, revisiting life on The Apprentice and what came after filming. That matters here because this is not merely a booking of two familiar TV faces; it is a reunion of a partnership people actually saw working in the wild.
The bakery behind the noise
Signorelli is a family-run Italo-English bakery founded by husband-and-wife team Rebecca and Alberto Signorelli. It began in East Village, Stratford, in 2015 and has since grown to locations in East Village, Stratford Cross, Wood Wharf in Canary Wharf and Broadgate, alongside its dedicated Bakehouse in Stratford.
The food is built around a deliberately simple proposition: cakes should be generous, cookies should have substance, pastries should be buttery and crisp, sandwiches should be properly filled and coffee should be excellent. Nothing there requires a TED Talk. It does, however, require the kitchen to care.
The bakery team makes food from scratch in-house, using carefully selected ingredients and straightforward flavour combinations. Signorelli also works with smaller and independent suppliers, while surplus food is repurposed wherever practical to reduce waste.
There is another part of the operation that gives the story more substance than a standard opening-day stunt. Signorelli’s Bakehouse is described as predominantly women-led, inclusive and neurodivergent-friendly, with team members able to learn practical bakery skills and develop on the job. Its production model also avoids midnight baking as part of a mental-health-first approach.
That detail sits quietly behind the showier business outside the shopfront. The croissant costume may pull people in; the bakery’s working culture is the more meaningful long game.
Rebecca Signorelli, Co-Founder of Signorelli, said: “Broadgate is all about introducing Signorelli to a new community in the City, and Lawrence and Kieran have exactly the kind of energy we love – warm, funny and completely unafraid to talk to people.
“Their Greenwich Market partnership was brilliant fun to watch, so bringing them back together outside our bakery felt like a perfect way to create a bit of lunchtime theatre at Broadgate. We’re looking forward to seeing what happens when you give them flat caps, pastries and a croissant costume.”
Event details
Lawrence Rosenberg and Kieran McCartney Jones will appear outside Signorelli Broadgate on Tuesday 6 October 2026 at 1 pm.
The bakery is at LG10 Broadgate, London EC2M 2AW.
For anyone working near Liverpool Street, this is a lunchtime detour with a fairly clear promise: pastries, pictures, Apprentice patter and the rare chance to see whether a man in a croissant costume can still close a sale.
