The Licensing (2003 Act) Sub-Committee of Newham Council met on Wednesday 29 April 2026 to consider a new premises licence application for Sweets Town, located at 594 Barking Road, Plaistow, E13 9JY. The committee decided to grant the licence with conditions, despite initial objections from a local resident and a neighbouring business.

New Premises Licence Application for Sweets Town

The committee considered an application for a new premises licence for Sweets Town, a dessert and grill shop at 594 Barking Road, Plaistow, London E13 9JY. The applicant, Sweets Town Plaistow Limited, sought permission for late-night refreshments from Monday to Sunday, 23:00 to 04:00, with the premises opening from 15:00 to 04:00 daily.

Representations against the application were received from a local resident and a neighbouring business, citing concerns related to crime and disorder, and the prevention of public nuisance. However, no representations were made by responsible authorities such as the police or environmental health.

The case officer, Steve Jackson, informed the subcommittee that the premises had previously operated under Temporary Event Notices (TENs) for 21 days, with no objections or complaints raised during these periods. He also confirmed that the premises is not located within a cumulative impact zone¹.

The applicant, Yaseen Feroz, owner of Sweets Town & Grill, presented his case. He highlighted his 20 years of experience in the retail sector, including management roles at major supermarkets, and his commitment to compliance and legal standards. Mr. Feroz explained that the business, which opened in November 2025, offers fresh desserts and hot food. He stated that the extended hours were necessary to cater to the demographic in the area who order food late at night, particularly those working night shifts or returning from work. He also emphasised his intention to use his own delivery drivers, who would be trained and compliant with regulations, to mitigate issues such as noise and littering associated with third-party delivery services. Mr. Feroz also detailed his arrangements for waste collection with Newham Council, assuring the committee that waste would be managed responsibly.

The subcommittee noted that the residents who had made representations did not attend the hearing, which was considered regrettable as it prevented them from elaborating on their concerns and responding to the applicant's submissions.

After considering all submissions, the subcommittee decided to grant the licence with conditions. The decision was based on the applicant's demonstrated competency and proactive approach to promoting the licensing objectives. The conditions imposed are consistent with the operating schedule submitted by the applicant and include measures for CCTV, staff training on customer behaviour management, refusal of service, noise awareness, and emergency procedures. A logbook will be maintained for incidents, and clear signage will be displayed to encourage customers to be mindful of local residents. Delivery drivers will be instructed not to congregate outside the premises, and the area immediately outside will be regularly cleaned. A designated manager will oversee operations during late-night hours, and children will not be served after 23:00.

The applicant, Yaseen Feroz, expressed his gratitude for the decision, reiterating his commitment to operating responsibly and contributing positively to the community.