There’s a new foodie obsession sweeping Sydney – and it’s not croissants or doughnuts.

Instead, it’s the cinnamon scrolls that are drawing crowds that snake down Bondi Road every weekend.

Sundays Bondia tiny bakery, has become the hottest spot for locals and influencers alike, thanks to its decadent range of scrolls and Instagram-worthy matcha drinks since its opening in July.

Videos have emerged on social media showing the massive queues as employees struggle to keep up with the demand.

‘Totally worth the hype! The smell of freshly baked scrolls and warm cinnamon hits you the moment you join the line, absolutely divine. Be prepared to wait though, ours was about 35 minutes at 9.20am on a Sunday,’ one customer said.

‘I did have to wait. The question is: was it worth it? That depends. For someone like me who loves cinnamon scrolls, the 25-minute wait (to order and get my drink) was worth it. The scrolls were soft, fragrant, moist and still warm inside when I had them,’ another shared.

‘Been here and queued multiple times and keep going back. They are so good, very light and tasty. I’ve also gone multiple times after they’ve sold out to get a drink without having to queue, the matcha drinks range are all worth the hype,’ one added.

‘I really didn’t mind the wait (which was indeed about an hour). While waiting, you could already smell the scrolls from where you’re standing which makes the wait really tolerable. The scrolls were absolutely divine. Super soft. I’m glad I braved the long queue,’ another revealed.

The craze ties neatly into the wellness-meets-indulgence trend dominating Bondi – think Pilates before breakfast, ‘hot girl walks’ by the beach, then a sweet treat with an oat milk matcha latte.

Young business owner Laetitia, aged 22, never expected her weekend sell-outs to happen so quickly.

After graduating with a psychology degree, she worked in corporate before a side-gig as a DJ for Justice Crew.

But when her decks were stolen, she made a sudden career switch – turning her childhood love that had always brought her joy – baking.

Laetitia always dreamed of opening up her own shop, so after months of recipe testing, planning and a serious matcha addiction, she decided to take the risk.

And the gamble paid off.

Today, Sundays Bondi has earned a reputation for having the ‘best scrolls’ in Sydney.

The menu includes the classic cinnamon scroll with cream cheese, plus indulgent takes like Kinder Bueno and Biscoff.

Each month also brings a special flavour that keeps customers coming back.

In July it was pistachio tiramisu, August saw Nutella peanut butter, and September was lemon cheesecake.

This month’s creation – banoffee pecan – is topped with toffee, caramel cream, caramelised banana, and roasted pecans.

But it’s not just about the scrolls.

Drinks are equally creative, with matcha lattes reinvented in forms like the ‘coconut matcha cloud’ and a Kinder Bueno matcha that fans say is unlike anything else in Sydney.

Reviews online are glowing.

‘So trendy – the best thing of the season,’ one fan gushed.

‘Long live the best scroll in Sydney,’ another declared.

‘I’ve already been but I’m making a return this weekend,’ one customer added.

The bakery is only open from Thursdays to Sundays, 9am until 2pm – which adds to its cult-like appeal – and stock sells out fast.

Lines form long before the doors open, as locals, influencers, and tourists alike scramble to secure a box.

With Bondi already known as the home of wellness culture, Sundays Bondi has tapped into the sweet spot: indulgence that feels like self-care.

And in a city obsessed with ‘hot girl walks’ and matcha lattes, it looks like the humble cinnamon scroll has just become the most fashionable pastry upgrade of the year.