Pie Face considers strategic geographical expansion across Australia and overseas
In new metropolitan and regional areas.
Pie Face has announced it has entered into formal agreements with VL Development Sdn. Bhd., a syndicate of experienced operators in Malaysia backed by businessman Lim Beng Hian.
Once finalised, the partnership will see through the operation of 50 Pie Face stores (at a minimum) in Singapore and Malaysia, in the next five years.
According to Wayne Homschek, owner of Pie Face, Lim has assembled an extremely talented team of high calibre individuals to develop Pie Face in Singapore and Malaysia. This team comprises former executives and operational personnel from Genting Resorts Ltd including former Executive Director & COO S.H. Goh whom is heading up the Pie Face project.
"The VL team bring decades of retail F&B and back of house operations expertise to the table along with extensive local knowledge and connections throughout the Singapore and Malaysia territories."
In commenting on the partnership, S.H. Goh, Head of VL Development said: “We are very excited to be in business with Pie Face. They have a unique brand and an exceptional product that we believe will be well received by our markets in Singapore and Malaysia. We believe the hub and spoke business model run by Pie Face, where the product is made from scratch in a local commissary, is the right business model for this type of activity and we look forward to building scale in our store network in conjunction with the central commissary itself.”
Andrew Lyme, Commercial Manager for Pie Face added: “Mr. Goh and the team at VL Development are highly experienced in the F&B space and can tap into a vast pool of human resource and financial capital – they are ideal partners for us in the region.”
Singapore and Malaysia was chosen due to its innovative economies that promote entrepreneurship. Both markets, noted Homschek, are well known for their in-depth food culture and appreciation of quality retail food offering. VL plans to open 2 or 3 stores by the end of 2014 along with establishing a commissary to manufacture the Pie Face products locally under license.
The initial focus is to establish the first flagship store in Singapore.
Just like in the United States and New Zealand, Pie Face will offer localised flavours alongside its core menu items. Flavours tabled for review with the Singapore and Malaysian team have included Beef Rendang and a Satay variant, with other flavours on the works with VL Development team over the coming months. In addition, the chain plans to adapt other parts of the Pie Face menu including an increased sweet mini pie range and an innovative and expanded cold drinks offer.
As for Australia, Pie Face is currently considering a strategic geographical expansion in new metropolitan and regional areas across Australia. Homschek noted, "our partnership with On the Run stores in South Australia is continuing to grow and we are considering other opportunities that will benefit the brand locally, and ensure the success of our current franchises, including various food innovations and new, enthusiastic team members who will join the current team in driving the brands’ performance here in Australia."
Adding, "The popularity of Pie Face is growing rapidly, both in metropolitan and regional Australia, and internationally, with many markets looking to the Pie Face brand for our quality, extra ordinary retail food. The iconic Australian pies have already launched in the United States and New Zealand, in MENA countries with partner Landmark Food Ltd -- UAE, Kuwait, Bahrain, Qatar, Saudi Arabia -- and now in Singapore and Malaysia. We are also considering other markets for this exciting opportunity too."
