Viral bakery, The Dusty Knuckle, rivals local business in Finsbury Park, with November opening

Influencer favourite, The Dusty Knuckle is opening their fourth location on 81 Blackstock Road, Finsbury Park, in November, generating new competition for local bakeries and cafés.

The Dusty Knuckle is famous for queues out the door for their hefty sandwiches and sourdough loaves. With the opening of the viral bakery (174,000 on Instagram) in the neighbourhood, some businesses like the French Market, just doors away from the new location, may be impacted by the popular bakery’s opening and social media sway.

Although the bakeries have a similar overlap in products from sourdough loaves, sandwiches, pastries, coffee and drinks, Jo Robinson, manager of The French Market since its opening in 2023, is confident The French Market’s quality will speak for itself. He said: “The Dusty Knuckle do that really sour bread that kind of punches you in the face, but we’re more… fine, delicious, delicate kind of bread.”

Robinson also believes the opening of the bakery will spark a healthy rivalry: “Every Coca-Cola needs its Pepsi.” But ultimately, he believes the French Market has earned its spot in the community through its high-quality products and local feel, separate from social media: “What we offer is bigger than social media… People want an original experience, and because we have a lighter touch [less of a presence on social media] I think it’ll work in our favour.”

However, many locals await eagerly for the opening of The Dusty Knuckle in their neighbourhood. Caitlin Hansford, a resident living on Seven Sisters Road, said: “I’m so excited to have one near my flat, I love their bread and hate having to make the journey to our closest shop in Highbury Fields.”

The Dusty Knuckle’s new location on Blackstock Road will be the fourth location since their first shop opened in Dalston in 2014 by co-founders Max Tobias, Rebecca Oliver, and Daisy Terry. The famous bakery was featured as Time Out’s bakery of the year 2025.