Few food brands manage to stir conversation quite like Gail’s. Known as much for its carefully styled interiors as its sourdough loaves and pastries, the bakery chain has become a familiar fixture on high streets across London.
Alongside loyal fans, it has also attracted criticism over the years, often finding itself drawn into broader cultural discussions that go far beyond coffee and cake.
In the run-up to Christmas, when food news is usually dominated by festive menus and supermarket launches, Gail’s instead became the focus of a quieter but more emotionally charged debate.
A short message shared online prompted a flood of reactions, revealing just how divided opinions can be when tradition, work, and hospitality collide.
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Writing in a post on Instagram recently, Gail’s said: “If you’re out and about on Christmas Day, a few of our bakeries will be open. A place for a coffee, a loaf or a familiar face on a quiet morning.”
The message continued: “If you stop by, we’ll be giving away a mince pie on us – a small gesture of thanks to anyone spending part of the day with us.”
Gail’s confirmed that 10 of its London branches will open on 25 December, with varying hours. The Shaftesbury Avenue location in the West End would remain open for 13 hours, while others would operate for shorter periods. It was this detail that seemed to have shifted the tone of the response on social media from some users.
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For many, the decision was welcomed. Supporters highlighted the reality that not everyone celebrates Christmas, and that for some people, the day can be lonely or difficult.
Having a familiar place to sit with a coffee was seen as a small but meaningful comfort.
One commenter wrote: “This is lovely," while another said: “This is a wonderful thing to look forward to.”
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At the same time, criticism emerged just as quickly.
Some felt that Christmas Day should remain untouched by commercial activity, regardless of intent. one Instagram user wrote: “I really think for one day of the year the staff should have a day off…”
Another added: “This is an absolutely shameful. Give your staff the day off!”
Gail’s has sought to address both sides of the argument. The bakery said their ‘teams choose what’s best for them.’
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A spokesperson told the Daily Mail: “We’re proud to open a limited number of London bakeries in key locations on Christmas Day, to give people who might need it, somewhere warm and welcoming to go. This was a voluntary decision made by individual staff members.”
FOODbible has reach out to Gail’s for comment.
Ben Williams