The Apprentice sales duo Lawrence Rosenberg and Kieran McCartney Jones are reuniting for a one-day public selling session at Signorelli Broadgate.
The friends, whose Greenwich Market sales partnership became a standout moment of series 20 of BBC’s The Apprentice, will bring their street-trader energy to Signorelli’s bakery at Broadgate, Liverpool Street, selling pastries and other Signorelli favourites to City workers and passers-by.
Flat caps and playful sales patter will return for the occasion, while Lawrence will swap the egg costume he wore during the programme for a new look more appropriate to his surroundings – a croissant outfit!
The event will take place outside Signorelli’s Broadgate bakery to mark the opening and give fans the chance to see Lawrence and Kieran back selling together, meet the pair and discover the independent Italo-English bakery’s newest London location.
During episode three of The Apprentice series 20, Chicken v Egg, Lawrence and Kieran were paired together to sell their team’s carbonara at Greenwich Market.
Their approach combined flat caps, big voices, quick-fire exchanges, upselling and asking customers for tips, with Lawrence taking to the market dressed as an egg. The pair sold out their market stock.
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!”
Kieran said: “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 continued after The Apprentice, with the pair going on to co-host Lads Day Out, revisiting their experiences on the programme and life after filming.
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.”
Signorelli, the family-run Italo-English bakery founded by husband-and-wife team Rebecca and Alberto Signorelli, opened its Broadgate location after more than a decade building a following across Stratford and Canary Wharf.
Founded in East Village, Stratford, in 2015, the bakery combines the warmth, generosity and ingredient-led approach of Italian food culture with the comforting familiarity of an English neighbourhood bakery.
Its Broadgate bakery brings freshly baked cakes, pastries, chunky cookies, generously filled focaccia sandwiches and Italian coffee to the heart of the City, alongside aperitivi as afternoon turns into evening.
Food is made from scratch by Signorelli’s bakery team using carefully selected ingredients and simple flavour combinations.
Rebecca added: “We have always wanted Signorelli to be somewhere that brings people together. You can come in for a coffee and pastry in the morning, pick up a properly filled focaccia at lunch or meet someone over cake later in the day.
“Lawrence and Kieran taking over outside for a day is a slightly louder version of that idea. We hope people working around Liverpool Street will come down, say hello and see whether their sales skills are as good as they remember.”
Signorelli began in 2015 when Rebecca and Alberto opened their first bakery in the developing East Village neighbourhood in Stratford.
More than a decade later, it has grown to locations in East Village, Stratford Cross, Wood Wharf in Canary Wharf and Broadgate, alongside its dedicated Bakehouse in Stratford.
Growth has not changed Signorelli’s approach to food. Its bakery team makes food from scratch in-house, with an emphasis on carefully selected ingredients and avoiding unnecessary processing.
The philosophy is deliberately uncomplicated, cakes should be generous, cookies should have substance, pastries should be buttery and crisp, sandwiches should be properly filled and coffee should be excellent.
Signorelli works with smaller and independent suppliers that share its focus on quality, while waste reduction is built into production, with surplus food repurposed wherever practical.
The bakery also operates a predominantly women-led, inclusive and neurodivergent-friendly Bakehouse, where team members can learn practical bakery skills and develop on the job. Its production model avoids midnight baking as part of its mental-health-first approach.
LAWRENCE AND KIERAN AT SIGNORELLI BROADGATE
Tuesday 6 October 2026 1pm
Signorelli Broadgate
LG10 Broadgate, London EC2M 2AW
SIGNORELLI BAKERIES:
Broadgate, Liverpool Street
LG10 Broadgate, London EC2M 2AW
East Village, Stratford
7 Victory Parade, London E20 1FS
Stratford Cross, Stratford
15 Endeavour Square, London E20 1JN
Wood Wharf, Canary Wharf
5 West Lane, London E22 3AA
Bakehouse by Signorelli
1 Fortunes Walk, London E20 1JJ