Conflicting views on Just Cravings late-night license application

 

Facebook video The Licensing Sub-committeewill next week consider a late night licensing application for Just Cravings for their premises at 150 Willesden Lane.

The application reads like an advertisement for the desserts:

Just Cravings is a dessert takeaway dedicated to offering a delicious selection of sweet treats to satisfy every craving. Our menu features a variety of handcrafted desserts made with high- quality ingredients, ranging from rich, indulgent chocolate treats to light and refreshing fruit-based delights. Customers can enjoy warm, gooey brownies, creamy cheesecakes, and classic waffles and crepes loaded with toppings, along with a selection of hot and cold beverages. Our establishment is committed to cultural diversity, creating an inclusive and welcoming space for all dessert lovers. The premises are square in size, and we are applying for a license for late-night refreshments only. No alcohol will be served on-site. We look forward to providing a safe and enjoyable environment for our customers to indulge in high-quality desserts at any time of the day or night.

Some local residents have complained of littering, noise, alleged drug use and much else while customers have rallied to support the black-owned business and its staff submitting 34 responses.

RESIDENTS

Dear Licensing Team, I am writing on behalf of local residents regarding the premises license application (No. 34282) for Just Cravings, located at 150 Willesden Lane, NW6 7TH. We wish to formally object to this application for a late-night license due to ongoing disturbances and violations of licensing regulations. For over five months—possibly longer—this establishment has been operating beyond 2:00 AM, despite not having a license for such hours. This raises serious concerns regarding regulatory enforcement. If the premises do not currently have permission to operate late at night, we urge the council to take immediate action to prevent further breaches. We invite you to visit the location any day at 2:00 AM to verify this matter firsthand. Since the shop has been operating beyond permitted hours, residents have experienced significant disruptions, including: Increased waste and littering in the area. Anti- social behavior, including groups gathering on neighboring roads engaging in drug use (including nitrous oxide) and leaving behind debris. Frequent disturbances due to loud altercations and reckless driving in and out of local car parks. Traffic congestion, with customers parking along Willesden Lane, causing obstructions and preventing buses from stopping at designated bus stops, particularly after 9:00 PM. Given the ongoing issues already affecting the community, all local residents strongly object to this application. The situation has already made daily life unbearable, and granting official permission for these extended hours will only worsen the problems. We urge Brent Council to: Enforce the current licensing regulations if the premises are indeed operating unlawfully. Consider residents' concerns when reviewing this application and reject any extension of operating hours. Consult with affected residents from REDACTED before making a decision. We trust that the council will act in the best interests of the community and enforce the necessary regulations. Please confirm receipt of this objection and inform us of any further steps in this matter.

 

CUSTOMERS

  

I am writing to express my strong support for JustCravings’ application to extend its operating hours until 2 AM. This business is a vital social hub, a boost to the local economy, and an example of the success of Black-owned enterprises in our community. JustCravings provides a much-needed venue where people can socialise in a safe and welcoming environment. Extending its hours would allow it to continue fostering community connections while contributing to the local economy. At a time when many businesses are struggling, we should be supporting those that are thriving; not unfairly restricting them. I have reviewed the objections to this application, and the primary concern appears to be littering. While this is, of course, an issue that must be addressed, it is not a reason to deny a business the opportunity to flourish. There are practical solutions to tackle littering, such as increased bin provisions and enforcement of waste disposal rules, which should be explored rather than using it as an excuse to block a business that adds value to the area. Furthermore, I cannot ignore the racist undertones in some of the objections. Claims that JustCravings’ customers are smoking cannabis or consuming codeine are baseless stereotypes, unfairly painting a thriving Black-owned business and its patrons in a negative light. These types of accusations appear to be part of a smear campaign rather than genuine concerns about public safety. If there were any actual evidence of wrongdoing, it should be dealt with through the proper legal channels, rather than being used as an excuse to deny a licence extension. Approving this extension would send a clear message that our community supports entrepreneurship, values diversity, and welcomes economic growth. JustCravings has the potential to put our area on the map, attracting visitors and further investment. It deserves our full backing. I urge you to grant this extension and support fairness, business success, and community spirit.