Australian QSR brand Pie Face looks to expand overseas

The plan stems from the resumption of travel.

As borders reopened and travelling revived, Australian-owned QSR, Pie Face, is seeking to grow its business overseas, specifically in Asian markets.

Currently, the brand is trading in Japan and Thailand and it is eyeing to expand further into nearby markets.

The brand is also tapping the vegetarian options, introducing new menu items such as plant-based pizza.

In this Q&A, Pie Face CEO Bruce Feodoroff will share about how they have operated in the past five years in the sector as well as their plans.

QSR Media: Tell us about Pie Face now and the journey it's been on for the last few years.

Bruce: Pie Face has grown over the last five years to have a national footprint of 300 plus stores.

Proudly Australian-owned, the brand operates its centralised kitchen in Sydney, enabling us to maintain a high level of quality product, produced using Australian ingredients where possible, for our Pies, Sausage rolls, and Pasties.

All Pie Face meat, vegetables, and flour are sourced locally in NSW helping to support our farmers and the local community. Additionally, we utilise Australian family-owned businesses to deliver all Pie Face products around the country, to meet the growing demand of our customers.

What's new?

Pie Face is currently reviewing our offer and developing a range of exciting new products, which we’re in the process of launching.

Our mantra for new products is a high quality first!  Let’s create a new product that is not necessarily the first thing that comes to mind when you talk about a Pie. For example, we’ve recently launched a Vegetarian Pizza Pie.

We have several other exciting flavours to follow in this range - look out for our new plant-based pizza as well.

A new range of chicken pies “Pops” into our store soon, and we recently launched the cheese and bacon sausage roll, which has been a favourite with Tradies!  It’s fast becoming the number one product in its category and recently picked up a gold medal as a part of the 33rd Official Great Aussie Pie Competition. With chunks of bacon and cheese that you can see and taste, it’s a definite winner.

Not to mention our Beef and Veg Pasty, which is a mouth-watering combination of pieces of meat and veggies that you can also see and taste.

Where do you sit within the QSR landscape?  

Pie Face is in a unique position in the QSR market. At a national level, there is no other business with a truly national footprint of stores in every state and territory of Australia, selling
predominantly pies.

Operationally, it is a very simple model for stores in preparing the products for sale daily or sometimes even on an hourly basis!

Post-COVID customer demand has started to drive sales above pre-COVID levels, so it’s great to see consumers travelling around the country and stopping in at Pie Face stores.

With a large number of stores in regional Australia, it’s terrific to see the “travellers” heading out and experiencing some of our great products. Customers get to experience daily baked pies in  every one of our locations, as well as freshly ground coffee from either one of our automated coffee machines or barista coffee, which is rolling out through our network in selected sites.

What's next for the brand?

Within Australia, Pie Face has multiple store concepts which enable further growth with existing and new business partners. These concepts are in petrol and convenience, store in store within supermarkets, kiosks, and inline stores.

We are also looking at acquisition opportunities both within the retail market but also acquiring businesses that allow a vertical integration to the supply side of our business.

With international markets now opening back up after COVID for travel, we have started the search to expand the business overseas. Pie Face is already trading in Japan and Thailand, and we see this as a great opportunity to expand the business further into surrounding markets.  

Ideally, creating partnerships with established QSR businesses in selected countries, is where we believe we will get the best synergies and understandings. Supported by the brand knowledge, understanding, and training from Australia will give future partners the best position to succeed.