The midst of a pandemic may seem like an interesting time to start a small business, but for Shiela Labao and Miguel Hernandez, their mission to introduce Toronto to as many new flavours of pie as possible seems to be going just fine. Enter- New Pie Co.
Sold Out in Minutes
New Pie Co was founded in March, and it’s definitely fair to say that they found their feet quickly. Operating on a drop model where customers pre-order their pies online and pick up at pop-up locations around Toronto, Shiela and Miguel started with a series of giveaways to get their name out there. Their first official online drop was in April, and all pies sold out in under two minutes (yes, under two minutes, people really love these pies)! Their next drop, just a few weeks later, was offering more than double the quantity of the first, and STILL sold out in under two minutes. Basically, getting your hands on one of these pies is a fight, but once you taste them, you know why they’re the talk of the town.
“We just want to bring dreamy pies to life and share them with everyone,” owner Shiela Labao tells us, “Our pie ideas come from favourite snack inspirations and flavours from our childhoods in the Philippines and El Salvador.”
New Pie Co
With classic flavours such as Banana Foster and Butter Tart offered alongside unique and creative options like Caramel Popcorn, PB & Choc Treats, and Thai Iced Tea, Toronto’s pie lovers are overwhelmed for choice, even with the limited drops. In the two months they’ve been operating, New Pie Co has already accrued more than 3500 loyal fans on their Instagram, always looking out for an opportunity to snag the next slice!
“In the future, we are hoping to be able to expand properly and introduce our frozen pie line,” Labao explains, “We also plan to centralize Toronto’s pie experience by offering online baking workshops where we will teach participants how to make various baked goods that include some of our iconic pies!”
Order a Pie
It’s clear that New Pie Co is here to stay, and only going from strength to strength. The next pie drop on their website will be on May 23rd at 12pm, with pick up at Wong’s Ice Cream (617 Gerrard St E) on May 30th. In the meantime, New Pie Co are now working with Lit Espresso Bar (221 Roncesvalles Ave), so you can try their pies by the slice every weekend while you grab your morning coffee – I’d recommend heading in early, because these pies move FAST.