Willmore’s 1938 is selling its mobile catering van, affectionately nicknamed ‘George,’ as it prepares to focus on a major new venture a long-awaited return to Penarth town centre with a new venue in the former HSBC building on Windsor Road.
Matt Holland, owner of Willmore’s 1938, announced the news in a heartfelt social media post.
He said: “So we have made the decision to sell our beloved George the van.
“He’s really just sitting not being used and with the new shop opening we won’t have time to cover events.
“We love George and will miss him terribly but the time has come to say goodbye and pass him on.”
With an asking price of £30,000, George has served as a mobile extension of the café’s brand, appearing at markets, weddings, and community events.
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The van is fully equipped for food and drink service, including a hot plate, coffee machine, and fridges.
Mr Holland said: “George is fully loaded with everything you need to trade at events or a pitch.
“Very versatile—we’ve used him as a gin bar at weddings too.”
Willmore’s 1938 has become a staple of Penarth’s food scene, known for its hearty breakfasts, homemade cakes, and welcoming atmosphere.
Currently operating from a site on the clifftops, the café offers scenic sea views and easy access to coastal walks, making it a favourite spot for both locals and visitors.
The outdoor seating area is especially popular on sunny days, offering a place to enjoy coffee and cake with a view.
The menu caters to a range of dietary needs, with vegetarian, vegan, and gluten-free options regularly available.
Many items are made in-house, contributing to the café’s reputation for quality and freshness.
Beyond the café itself, Willmore’s has built a reputation for resilience and community focus.
During the Covid-19 lockdown, it pivoted to takeaway service and later expanded into event catering.
The George van became a regular presence at markets and gatherings, helping the team reach a wider audience.
That spirit of adaptability is now channelling into their next big step: a return to Penarth town centre.
The new venue, still in development, will bring the same Willmore’s charm to a fresh setting this time in the former HSBC building on Windsor Road.
Plans are to create a hybrid café-bar-deli inspired by New York’s lively food counters and relaxed dining culture.
The venue will offer large sandwiches, freshly cut meats, vegan dishes, a fish counter, coffee, and wine, all under one roof.
A standout feature will be a wine vault in the old bank’s secure cellar, designed for cheese-and-wine evenings and acoustic music nights.
The space will also host pop-up events with local food producers and be available for private hire.
The move marks a return to the heart of the community after the Holland family was forced to leave their previous town-centre premises in 2021.
Since then, they have operated from alternative locations, but loyal customers have consistently asked when they’d return to the high street.
An opening date is not yet confirmed.
The van, which is MOT’d and road-ready, is being sold with everything needed to operate at events or fixed pitches.
A twin-axle trailer is also available for longer journeys.
Mr Holland said offers will be considered.
Anyone interested in purchasing the van is encouraged to message or call Matt directly to discuss details.
