Inside the new viral Bondi bakery serving matcha, scrolls and Fred Again-level FOMO

There’s a brand-new Bondi bakery that was a viral sensation even before it opened. We spoke with owner Laetitia Loefti to find out how she built the hype around her new micro-bakery and matcha bar.

If you made your way down Bondi Road to make the most of the sunshine over the weekend, you probably saw a long queue winding down towards the beach. Sundays is a new bakery where matcha and cinnamon scrolls are the stars of the show — and Bondi locals can’t get enough. The team sold out within an hour of opening on their first day, and continued to all weekend.

The brainchild of 22-year-old Laetitia Loefti, a Bondi local, this cosy new spot is already attracting queues that snaked down past Hunt & Muse and across the street all weekend. The hero? Soft, hand-rolled scrolls and perfect blends of matcha.

From psychology to pastry

After studying psychology and spending a year in the corporate world, she felt the tug toward something more creative. “I’ve always loved matcha,” she explains, having experimented with a boutique matcha brand last year that made its debut at the Cherry Blossom Festival.

Laetitia’s picky about her matcha, too, never wanting it to be too bitter or too sweet (let her know if your order is either of these, and she’ll fix it).

But it was while studying abroad in the UK that the idea for Sundays began to form. She fell in love with the concept of Buns From Home, a cult London bakery chain slinging handmade pastries to loyal locals from tiny hole-in-the-wall spaces. Back in Sydney, Laetitia noticed cinnamon scrolls were scarce, aside from a distant Cinnabon. “I just wanted to create something simple and beautiful for locals — a Sunday ritual,” she says.

The vision she had in mind was simple: somewhere to meet friends for coffee (or matcha) and walk to the beach from. Simple, and for locals. Sundays is about slow mornings, matcha catch-ups and indulgent treats; the name itself is an ode to that feeling.

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A space with history

The perfect spot opened up on Bondi Road where Big John’s Grill once stood (for almost 40 years, in fact). Now reimagined, the space is stripped-back, charming, and super cute with pink and matcha green walls. It’s just a short walk from Bondi Beach, too.

Laetitia documented the reno of the space on Instagram and TikTok, growing a following a month before the “micro-bakery” opened. It was a clever tactic that caught people’s attention — mine included. Bondi doesn’t have many dedicated bakeries (all the six-packs at the beach are making sense), but there are coffee shops on every corner. Laetitia decided it was time to shake things up a bit though.

Iggy’s in Bondi is a neighbourhood favourite and somewhere for people in the know. They don’t have any signage and it’s a bit of a locals’ secret, which Laetitia hopes to emulate at Sundays — and is already, albeit by accident (they’re still waiting for their signs to arrive).

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What’s on the menu?

Everything at Sundays is made in-house. Laetitia’s mum has been hands-on, helping test recipes and refine each bake, adding a wholesome, family touch to the business.

Each scroll is hand-rolled and baked fresh on the day, with flavours including cream cheese ($9), Biscoff ($9.50), Kinder Bueno ($9.50), and a monthly rotating special (this month’s is pistachio and next month’s will be coffee; $9.50 each). They’re soft, pillowy and baked to perfection.

For the matcha lovers, the drinks menu ranges from $8 to $11 and is built around high-quality matcha, including:

• Strawberry Matcha
• Kinder Bueno Matcha – you won’t find this anywhere else in Sydney
• Coconut Matcha Cloud – made with coconut water and matcha cream
• Coffee Coconut Cloud – blending dalgona-style coffee over coconut water

Coffee is on the cards for the near future, says Laetitia, but once this initial craziness has quietened down a bit and she’s had chance to learn how to make coffee. She’s more of a matcha girlie.

Finding inspo in Fred Again…

Sundays soft launched two weeks ago with zero advertising. The weekend before the official opening, Laetitia quietly trialled the old oven and gave out 100 free scrolls to curious passersby. The buzz was instant.

Laetitia cited Fred Again — the British DJ and producer known for announcing last-minute shows — as her inspiration for the idea. “I’ve never seen that kind of marketing before,” she explained, remembering how everyone in Sydney “went crazy” when he announced his one-night-only show at Sydney Opera House on the morning of the show.

FOMO is key.

After the soft opening over the previous weekend, people drove past Sundays all week, winding down their windows asking if they were open. The buzz before opening weekend was palpable.

Sundays opened at 9am on Saturday, June 21, and sold out of scrolls within an hour. The second drop came at 10:30am — they hand-roll and bake in-house, remember, so it takes time — and people were happy to wait. The last batch came out at 1pm and vanished just as quickly. As for Sunday, well, it was even busier.

The queue extended down Bondi Road, past Hunt and Muse on the corner of Imperial Ave, crossed the road and continued down towards the beach.

Laetitia had to turn people away during her opening weekend. For a small, independent bakery, that’s pretty big.

A local favourite in the making

Sundays may not even have its signage up yet, but the reputation is already building. Locals have praised the “perfectly balanced” matcha (Laetitia is famously picky about the bitterness-to-sweetness ratio) and soft scrolls. “We already have returning customers, too, so I’m getting to know the regulars which is really nice,” she says.

Sundays is already becoming a ritual, and it’s only week one.

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Sundays Bondi

Where: 211 Bondi Road, Bondi NSW 2026.
Opening times: Friday–Sunday 9am until 2pm (or sold out).
Prices: Scrolls: cream cheese $9, flavoured $9.50. Matcha: $8-$11.