Wayne Bakery Ropes in Big in Valentine’s Day Sales to Ted Lasso Fans

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people holding pink boxes
Image via Alan Smithee.
Matthew Tarcov and his mother, Donna Tarcov-Barnett.

D’Innocenzo’s Bakery in Wayne did brisk business this weekend by piggybacking on a pop-culture phenomenon. At its stand in the Lancaster Farmers Market, pink boxes of shortbread proved popular among fans of Ted Lasso, the Apple + series set on the soccer pitches of England.

The biscuits — so named because that’s what Londoners call cookies — are an integral plot point. A pink box of them becomes a daily gift from coach Lasso (Jason Sudeikis) to melt frosty boss Rebecca (Hannah Waddingham).

The Wayne bakery’s TV shortbread inspiration came from Donna Tarcov-Barnett. She’s the mother of the owner, Matt Tarcov, and also a Lasso fan. She also has a culinary background (she taught cooking at Lower Merion’s Harriton High School). She crafted the unique blend of ingredients, culling three recipes for the tastiest result.

Son Matt then promoted the biscuits online.

“I just tested the waters on my Instagram. I don’t have a lot of followers; it’s a lot of neighbors. But all of a sudden, it caught fire. People were like, ‘Wait, you have those? I want them!’” Matt said.

For those Ted Lasso fans who can’t snag a box today for Valentine’s Day, take heart: The mother-son culinarians are eying the show’s season three premier this summer to relaunch the treat.

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