Marks and Spencer CEO Stuart Machin has stepped in to overturn a controversial ban in its store cafes.
It came after shoppers took to social media to complain after noticing a popular food item had been taken off M&S' all-day menus. One customer was so upset she wrote a letter to the Telegraph to complain.
The letter, from Marion Hansford, was retweeted by Radio 3 host Petroc Trelawny, who added: "No more all day toasted teacakes?"
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Many social media users rushed to echo Marion's disappointment after viewing her letter, which read: "As I'm not on a bus route and have ceased driving, I don't get the chance to go my nearest shopping centre often, but when I do I like to take a break from shopping and treat myself to a coffee and a toasted teacake in Marks and Spencer.
"Last week, when I asked for the toasted teacake, I was told that teacakes are now a breakfast item and not served after 11am. Words fail me."
The tweet has amassed thousands of likes, retweets, and replies, Birmingham Live reports. One person said: "As someone who treats a trip to the John Lewis café for a pot of tea and piece of cake as a central part of my occasional shopping experience, I have great sympathy with Marion Hansford."
Another commented: "OMG. Toasted teacakes are definitely not just for breakfast @marksandspencer!" And a third person said: "This really is sad @marksandspencer really?"
Within 24 hours, M&S boss Stuart Machin had stepped in, confirming the ban had been reversed. He responded to the original tweet, saying: "Done. Toasted tea cakes will be back on the all day menu. S."
The decision was applauded by shoppers, with many responding to say how relieved they were that the customer-favourite buns would once again be available to order all day. One person replied: "M&S has a bright future in the hands of Stuart. Twitter just did something amazing everyone."
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