Pie Face captures value eaters with new Classic Pie range
New range is a hit among Australians hungering for under-$5 pies.
Pie Face is reporting that sales for its new Classic Pie range, particularly for its Mince Beef and Cheese pie, are increasing week-on-week due to a strong demand for great-tasting pies priced at just a few dollars each.
“Research we carried out with our customers showed that a large portion of them were after a great quality pie for under $5, so we developed the new Classic Pie range to meet this need,” said Kim Carlon, Pie Face Senior Marketing Manager. “In the current climate, our customers are looking for value for money.”
The Classic Pie range, which was released in the run-up to the winter season, consists of three flavours: Mince Beef and Cheese, Classic Mince Beef and Breakfast Pie. The first two flavours were patterned after the classic Australian favourite of meat pies, while the last flavour is meant to a breakfast pleaser.
Pie Face faced a couple of challenges developing all three pies within the very low price point. It had to get the correct taste for the mince beef pies, which had a lot of savoury ingredients that could easily overpower each other. It also had to replicate the pie recipes in a consistently high quality.
“For the mince beef pies, it was about finding the right balance between the beef, gravy, vegetables, cheese and spice. The breakfast pie was an even bigger challenge. The eggs are essentially scrambled and we needed them to be cooked perfectly so that when the pie is finished baking, the egg is the right consistency,” said Carlon.
But eventually Pie Face was able to figure out how to work around these food development roadblocks. The brand also revealed that despite the budget nature of the pies, customers saw value in them because they did not lack in quality or personality.
“Our pies are made with fresh ingredients, including locally sourced Angus beef and flaky pastry that has been developed by our expert pastry chef. With their quirky little faces, each pie has its own little personality to match their delicious taste,” said Carlon.
Looking forward to the winter season, Pie Face said it plans to push its coffee line heavily together with the pies. “Coffee is a big part of our business so this winter we are going to be focusing on driving Pie Face stores as a serious coffee destination.”
