404 Bakery
234 King St, London W6 0RF, United Kingdom · United Kingdom
★ 4.9 on Google · 333 reviews · View on Google Maps
Manipulation score
CleanCompleted Aug 25, 2026 · 65 reviews flagged
How this score works
The score estimates how strongly this place's review record matches known manipulation patterns, from 0 (no signs) to 100. Verdicts: Clean below 40, Suspicious from 40, Likely Manipulated from 70; Review Drive when the flags are mostly staff asking customers for named reviews. It rises with the share of reviews flagged and how suspicious each one is.
- Burst
- — an abnormal spike of five-star reviews in a single day compared to the place's usual pace.
- Low activity account
- — the reviewer has almost no other reviews, photos, or Local Guide history; throwaway accounts look like this.
- Duplicate text
- — the wording is nearly identical to another review of the same place.
Verdicts are statistical estimates based on public review patterns, not accusations. Full methodology, signal definitions and known limits →
Case conclusion
What the numbers say
333 reviews examined
- Google rating
- 4.9★
- Not-flagged average
- 4.9★
- Flagged
- 20%
- Coverage
- 100%
All reviews shown by Google
268 examined reviews
65 of 333
333 of 333 Google reviews
“Not flagged” means no configured Revdict signal matched; it does not prove a review is genuine. Data fetched Aug 25, 2026.
Review brief
What reviews not flagged by Revdict say
Reviewers report that this small bakery offers a selection of high-quality artisan cakes, with particular praise for their matcha and chocolate varieties. The establishment is noted for its friendly service and cozy atmosphere, though seating inside is very limited. Many mention that reserving items in advance helps avoid disappointment due to popular items selling out.
+ Repeated strengths
Matcha Cheesecakes and Drinks
Reviewers frequently highlight the matcha basque cheesecakes and matcha lattes as exceptional, noting a smooth texture and balanced flavor without excessive sweetness.
3 supporting reviews
5★ · 2023-12-09
Incredible matcha cheesecake! It's full of matcha flavor but not too bitter or too sweet - perfect balance. I also love its richness and creaminess. Honestly the best matcha cheesecake I've ever had.
5★ · 2026-08-15
The best cake shop in the UK, a must-try!! Delicious cakes and friendly staff~
4★ · 2026-08-18
Chocolate cake needs to get better:)
Chocolate Cakes
The chocolate cakes, including the Lisbon chocolate cake and Gâteau au Chocolat, receive consistent praise for being rich, decadent, and well-balanced.
2 supporting reviews
5★ · 2023-12-03
I feel genuinely honoured to have secured one of their cakes before their break - the Gâteau au chocolat was one of the best chocolate cakes I’ve ever tasted, and definitely lived up to the hype. I took their recommendation of putting a sli...
5★ · 2026-08-07
404 bakery is a hidden gem of London. They use very premium ingredients for the cake, and the cake is made delicate, perfect for flavor, presentation and texture! We have ordered - Lisbon chocolate cake: strong 70% cocoa chocolate and perf...
Customer Service and Atmosphere
Reviewers regularly describe the staff and owners as warm, kind, and welcoming, contributing to a cozy and pleasant environment.
2 supporting reviews
5★ · 2023-12-06
Delicious chocolate and cheese cakes, great service and communication. Look forward to your own store xx
5★ · 2026-05-02
brilliant service and smiley staff, cakes are top nosh
− Repeated complaints
Limited Seating and Capacity
Reviewers note that the shop is very small with only a couple of tables, leading to limited dine-in space and occasional queues.
2 supporting reviews
5★ · 2025-07-27
great for allergies, 2 gluten free cheesecake options! no peanuts in kitchen
5★ · 2025-09-17
The best cakes you could ever find in London. Was there quite late so there weren’t many choices left, but I still enjoyed their cheesecakes and matcha drink. It’s a small business so service will be a bit slow and only a few seats availabl...
Price and Sizing
Some reviewers mention that the cakes are relatively small and on the pricier side compared to similar options.
2 supporting reviews
2★ · 2025-04-22
Tried this place out after lunch. The cakes were quite small and expensive compared to similar items elsewhere. We had it to take away and didn’t find it that well packaged to had toppled by the time we got back which wasn’t far. WA cafe in...
4★ · 2026-05-24
404 bakery is a Hong Kong style cake shop. The owner is warm and friendly. My favourite cake is strawberry shortcake and Aoarashi Matcha Basque Cheesecake. However, I think the cake is quite small compared to other cakes in London. It is hi...
Good for
- Matcha lovers seeking authentic flavor profiles
- High-end artisanal cakes and basque cheesecakes
- Takeaway treats when pre-ordering online
Avoid if
- You require guaranteed indoor seating
- You are looking for large portions relative to price
Review anatomy
Reviews per month
| Month | Reviews | Flagged |
|---|---|---|
| Aug ’23 | 1 | 0 |
| Sep ’23 | 3 | 0 |
| Oct ’23 | 3 | 0 |
| Nov ’23 | 1 | 0 |
| Dec ’23 | 53 | 31 |
| Jan ’24 | 5 | 2 |
| Feb ’24 | 1 | 0 |
| Mar ’24 | 0 | 0 |
| Apr ’24 | 0 | 0 |
| May ’24 | 1 | 0 |
| Jun ’24 | 0 | 0 |
| Jul ’24 | 0 | 0 |
| Aug ’24 | 0 | 0 |
| Sep ’24 | 0 | 0 |
| Oct ’24 | 0 | 0 |
| Nov ’24 | 12 | 2 |
| Dec ’24 | 11 | 2 |
| Jan ’25 | 10 | 0 |
| Feb ’25 | 19 | 2 |
| Mar ’25 | 19 | 2 |
| Apr ’25 | 16 | 2 |
| May ’25 | 18 | 1 |
| Jun ’25 | 12 | 1 |
| Jul ’25 | 19 | 3 |
| Aug ’25 | 15 | 0 |
| Sep ’25 | 10 | 1 |
| Oct ’25 | 19 | 1 |
| Nov ’25 | 9 | 1 |
| Dec ’25 | 13 | 1 |
| Jan ’26 | 11 | 2 |
| Feb ’26 | 3 | 1 |
| Mar ’26 | 15 | 4 |
| Apr ’26 | 4 | 0 |
| May ’26 | 13 | 1 |
| Jun ’26 | 4 | 1 |
| Jul ’26 | 6 | 3 |
| Aug ’26 | 7 | 1 |
Rating distribution
Evidence
- burst 9 five-star reviews on 2023-12-04 vs avg 0.1/day; 10 five-star reviews on 2023-12-05 vs avg 0.4/day; 5 five-star reviews on 2023-12-08 vs avg 0.7/day weight 1
- low activity account 47 reviews flagged weight 0.8
Flagged reviews
Showing the 10 most suspicious of 65 flagged reviews.
Georgina Chi
2 reviews
★★★★★
2023-12-04
The best Matcha cheesecake I have ever had. The matcha flavor is rich, but without a hint of bitterness. The texture is creamy, very smooth and has no grainy. Matcha lover must try!
cheng cck227
2 reviews
★★★★★
2023-12-04
The Gâteau au Chocolat cake is delicious. Strong chocolate flavour with 3 textures to enjoy under different temperatures. Bravo👏🏻👏🏻
Chloe Cheung
1 review
★★★★★
2023-12-05
CATHERINE YIM
2 reviews
★★★★★
2023-12-05
404 bakery originally from HK, is famous for their chocolate cake. They are regonsized by Michlin starred St.Barts team, and praise from Timeout editor and local foodie. Hope can visit their store to enjoy their signature cake in London shop instead of online !
Emily Law
1 review
★★★★★
2023-12-08
Joanna Leung
1 review
★★★★★
2023-12-08
Best Lisbon Chocolate cake & Matcha cheesecake ever had ! So rich in flavour and full of aroma ❤️ so glad to have discovered 404 bakery. My family had a really good time enjoying the cakes :)
Chiu Cathie
19 reviews · Local Guide
★★★★★
2023-12-04
A small business with absolutely big flavours! I was lucky enough to receive their Lisbon chocolate cake on my birthday and it was mind blowing - so delicate, so rich and scrumptious. I then went on to try their special edition matcha cheesecake and also earl gray cake - also outstanding as expecte...
Olaf
11 reviews · Local Guide
★★★★★
2023-12-04
We have ordered matcha cake from their shop twice and their matcha cake is the best matcha cake I have tried! The ingredients that they use are authentic and wisely chosen. Every time when we ordered a cake from them, they introduced the cake and explained how to add the toppings face to face. We ca...
Ng Akina
13 reviews
★★★★★
2023-12-04
The surface of the cake is rich,dark brown, reminiscent of the deepest cocoa beans. The deep, warm fragrance of chocolate permeates the surrounding, promising a sensory delight for everyone. The best chocolate cake in London.
Venus Cheng
20 reviews · Local Guide
★★★★★
2023-12-04
amazing cakes and super dedicated team!!!
Report generated Aug 25, 2026. Reviews change — you can request a fresh investigation.
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