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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.