“Sorry, you’ve missed the cut-off”


When PGB opened in 2011, the advance ordering cut-off was 3 pm the day before.

Then for reasons I don’t completely remember, we changed it in 2012 to 5 pm two days before.

The policy became “the way it is” and I didn’t think much about it until about 6 months ago when Carly started hinting that she thought it was a policy we should revisit because in her view, we were losing more orders than we thought.

So two weeks ago we changed it. Now, once again, customers can place an advance order, for pick up at any store or for delivery, simply by contacting us by 3 pm the day before.


Like everyone else on the planet, I hate to be wrong (other than Eckhart Tolle who must be a saint based on his book, The Power of Now, that I am currently reading). I was really wrong on this policy and yes, Carly was so right.

In the first 6 days of the change. 36 orders were placed in the time period that previously would have been “too late”. Especially on Thursdays and Fridays, the advance orders for the next day are really high: it seems that many people don’t think about ordering Friday treats or weekend cupcakes until the day before. Fair enough!

Having not yet reached the halfway mark in Tolle’s book, yes, I did the math on the lost revenue during the years we had a 2-day ordering period and it is a little frustrating. My confidantes Andrew and Marilyn have heard about it endlessly so I need to stop talking about it – no matter how I look at it, it is fantastic that the policy is now changed.

About the author

Jean Blacklock

Jean opened the popular Prairie Girl Bakery in the financial district of Toronto in 2011. She owned and operated the business until it closed in 2021 as a result of the pandemic’s impact on downtown Toronto. Read more about her background in commerce, law, and entrepreneurship here.

By Jean Blacklock


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