Sinple Treats

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16/09/2026

Building in public — Part 3.
Small update but a real one.
Since I last talked about the coffee corner concept, I’ve marked out where every piece of equipment is going to sit. Coffee machine position. Oven position. Grab-and-go counter footprint. All physically taped out on the floor so I can actually walk through it and see if it works.
Contractors have been in over the last few weeks to give quotes on the fit-out work. Which is the moment concept starts becoming budget — and budget starts becoming real.
Nothing to announce yet. No dates, no reveal. Just quiet progress behind the scenes.
But this is the part that matters. The gap between talking about a plan and actually starting to do it is where most ideas quietly die. So I’m making sure this one doesn’t.
More soon.
📍 Lincoln
GrabAndGo Year8 SinpleTreats LincolnFood IndependentBusiness

10/09/2026

New on the menu.
Rolo Salted Caramel Blondie.
Buttery blondie base, whole Rolos folded through, salted caramel drizzle on top. Baked fresh in-house like everything else we do.
This one started in the wholesale kitchen — tested with our trade customers first. It passed. And now it’s landed on our own menu in Lincoln.
Genuinely one of my favourites we’ve made in a while. The caramel goes properly gooey when it’s warm.
Lincoln store only for now!
📍 Lincoln
SaltedCaramel FreshlyBaked SinpleTreats IndependentBusiness LincolnEats

03/09/2026

A week ago I said I was moving 11,000 branded boxes up several flights of stairs to our storage unit. Then I tracked the calories on my fitness watch.

Here’s the number….. 606 calories!

Today I didn’t get chance to train — but this ended up being my workout.

That’s a proper session. Roughly the same as a 5k run at pace. Except I didn’t have to pay for a gym membership or lace up trainers — I just showed up to do the boring back-of-house job that keeps the shop running.

This is one of the weirdly good things about running a small business and I love the challenge!

Seven years in and I’m still surprised how physical this job actually is. Nobody warns you about that in the business books.

Would rather be doing this than sat at a desk any day.
📍 Lincoln
SinpleTreats FounderFitness BehindTheScenes FounderLife RealTalk

18/08/2026

Building in public — Part 2.
When I moved the shop into Lincoln city centre, I made one specific mistake that’s biting me right now.
I didn’t leave enough space for an ice machine.
Iced coffee is having a genuine moment right now. It’s not a trend — it’s a shift. And I’m sitting here with a dessert shop layout designed for a different customer at a different time.
So this is the concept I’m working on. Move the coffee machine and the oven forward toward the window. Free up the space we need for proper coffee kit including that ice machine. And build the coffee shop corner into the front of the shop where customers walking past can actually see it happening.
Imagine walking past our window in Lincoln and seeing coffee being pulled and brownies being sliced fresh. That’s the vibe. That’s the future daytime moment I want us to serve.
It’s still concept for now. But this is genuinely where my head is at — mapping out what year 8 actually looks like, one decision at a time.
More on this coming. What would you want to see from a Lincoln coffee shop corner?
📍 Lincoln
IcedCoffee CoffeeShop GrabAndGo SinpleTreats Year8

10/08/2026

Today is 7 years since I started this business.
And honestly, the biggest changes are still ahead of us.
Because seven years in, I’ve realised the customer moves and the business has to move with them. Not everyone has time to sit down for a big waffle or a full dessert experience during the day. But almost everyone has time for a coffee and a brownie.
We already bake fresh in-house. We’re already investing in more fridge capacity for wholesale. We’ve got a window on a Lincoln street with foot traffic walking past it every single day.
So over the next few weeks I’m going to map out exactly what I want to change. Coffee shop vibe. Grab-and-go. Better use of our daytime hours. And I’m going to do it publicly — because building in public is the only way I know how to do this now.
Seven years taught me the business you build in year one isn’t the business you serve in year seven. Time to figure out what year eight actually looks like.
Follow along.
📍 Lincoln
IndependentBusiness CoffeeShop GrabAndGo SinpleTreats 7YearsInBusines

20/07/2026

Some days you just need to walk.
To any founder, business owner, side hustler, or self-employed person watching this — the pressure is real. The wins are quiet. The loneliness is real. And the fact that nobody who hasn’t done it can truly understand doesn’t make it less true.
Whether you’re seven years in like me, or you’re building something in the evenings after your day job — I know I’m not the only one carrying this.
If any of this landed with you, drop a 🌲 in the comments. Let me know you’re out there.
Something’s coming.
📍 Lincoln
LincolnBusiness FounderMentalHealth SmallBizUK SideHustler RealTalk

16/07/2026

I’ve had to say no to teenagers looking for their first job.
Not because they weren’t good enough. Because between record-high National Minimum Wage, holiday pay, sick pay, pension contributions and National Insurance, the cost of taking someone on has gone up faster than most people realise.
Honestly, it’s not something any business wants to do. We started this to give people their start, not take it away — and I wish it was easier to make that happen.
If you’ve struggled to get your first “yes,” tell us about it below. And if you’re actively job hunting in Lincoln right now, let us know what you’re looking for — separately, so we don’t miss you.
📍 Lincoln
RealTalk IndependentBusiness

I walked past this bench on my morning walk today.7 years ago, I sat on this very bench with a notebook and started plan...
14/07/2026

I walked past this bench on my morning walk today.
7 years ago, I sat on this very bench with a notebook and started planning a business I wasn’t sure I could actually build.
I didn’t know how much rent would cost. I didn’t know what a P&L was. I didn’t know I’d end up with a high street shop and a franchised store in another city, a team, and a plan to pivot the entire model into wholesale.
I just knew I wanted to try.
If you’re sitting somewhere right now with an idea you don’t fully believe in yet — this is your reminder that the version of you sat there today is closer than you think to the version of you 7 years from now, walking past and quietly proud.
Start it anyway.
Sinple Treats 📍 Lincoln

10/07/2026

Big news alert 🚨🍫 We’re teaming up with a much-loved LINCOLN brand to bring you postal brownies delivered straight to your door — anywhere in the UK! 👀 Any guesses who? Drop them below 👇 Full reveal coming in the next few weeks… ”

08/07/2026

A customer said something to me the other day that stuck 👀
“You don’t look like you own a dessert shop.”
I laughed at first. Then I thought about it properly.
Truth is, I’ve spent 20 years training, running, and reading probably TOO much about nutrition. I’ve had my health properly checked recently. And what I’ve landed on is going to shape what Sinple Treats does next.
Food and movement are both joys. Neither one is a reward or a punishment for the other. No guilt, no transaction, just balance.
That’s not a marketing line. It’s what I actually believe after 20 years of trying every extreme and coming back to the middle.
Over the next few videos, I’m going to show you the books that shaped it, my actual health results — including the one thing I didn’t expect — and what we’re building next at Sinple Treats.
Because remember the wholesale plan I keep mentioning? This is the missing piece.
Follow — this is the series I’ve wanted to make for a long time.
📍 Lincoln
FoodBusiness DessertsOfLincoln BalanceNotDiet SinpleTreats FounderLife RealTalk HealthyLifestyle BusinessOwner FoodPhilosophy

Address

5 Street Peter At Arches
Lincoln
LN21EA

Opening Hours

Monday 11am - 10:30pm
Thursday 11am - 10:30pm
Friday 11am - 11pm
Saturday 3pm - 11pm
Sunday 2pm - 10pm

Telephone

01522275004

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