This is advice for anyone else who wants to order from this place, because there were so many unexpected and frustrating aspects to the process:
First, ordering opens Tuesday evenings at 8pm. Knowing they regularly sell out, I opened the ordering site exactly at 8pm, but apparently that was wrong, because everything was already in other people's carts. Apparently you have to open the site at 7:56pm (carts expire after four minutes) to add things to your cart and wait for payment to open at 8. Demand seems to be at least twice the available supply, because there's a counter of how many people are on the site, and I was waiting with 30 other people, refreshing the page waiting for five pies to expire out of other people's carts. If you want to order multiple things, you basically can't, because every item is on its own page, so you'd have to be refreshing each page separately to snipe something just as it expires.
I had intended to order a few croissants, which they're famous for, but you can't do that - they sell preselected packages, and you can't add extra of anything, so if you want three croissants you'd have to buy three packages. You would think the package system would make pickup really easy, because you could have all the bags labeled with people's names and sitting out on a table, so it could be picked up in seconds, but that's not what they do at all.
Pickup is between 10am and 11:30am on Thursday morning, which I assume means this bakery is only for people with flexible scheduled jobs. I have a flexible schedule, and it's great, but having pickup before or after work hours might be more convenient for most people. The pickup instructions twice warned against blocking neighbors' driveways, which makes sense, but that made me assume I could park on the street, which is actually wrong; this street and the next block have street cleaning twice a month from 9am-noon on Thursdays. So the bakery has chosen fully half of their pickup times to be during street cleaning when you can't actually park on their street. I don't think this was communicated well, because two people in line with me got parking tickets while waiting.
Waiting? Yes; if you show up right at 10am there's about a 20-minute line of people waiting to pick up. Why does it take so long? Everyone is checked in individually on an iPad, and then their order is assembled. So rather than having everything pre-packed up and labeled with people's bakes for easy grabbing, everyone has to be processed individually.
What could be different? There's a guy who does home-baked bagels in SF, and he partners with a local business for pickup, so there's more parking and everyone's orders can be bagged and labeled on tables, making pickup as fast as saying your name and him picking your bag up from an alphabetical line of bags. He can do it while talking to another customer ordering walk-up; it's super quick. There's a woman who runs a fruit box business in SF, and I think they're delivery-only now, but they used to do the same thing: everyone's boxes labeled with their name and alphabetically laid out on a table outside a local business, so it's super easy to pull up and pick up. I have a friend who does custom decorated cookies, and she also doesn't want to expand her business, so she has an order system where you email her what you want, and she assigns you to the next available slot on her baking schedule; that way she never has to bake more than she wants to, but you can order and get exactly what you want, without having to mess around with an ordering system that works like Ticketmaster selling Taylor Swift tickets.
The baked goods were tasty, I just won't order again because it was so weirdly difficult to place an order and get it - I have to assume this is how this business wants the process to work, so hopefully this information is helpful if you want to jump over these hurdles to order from them. read more