Pie Face

Australian fast food chain specializing in pies

Pie Face logo

Pie Face is an Australian fast food chain that specializes in pies, pastries, and coffee. Founded in 2003, the company has become known for its distinctive branding, featuring pies with cartoonish faces. Pie Face operates both company-owned and franchised stores, primarily in Australia, but has also expanded internationally.

History

Pie Face was founded in 2003 by Wayne Homschek and Betty Fong. The first store opened in Sydney, and the brand quickly gained popularity for its unique approach to the traditional Australian meat pie. The founders aimed to create a fun and engaging brand that would appeal to a wide audience, using playful designs and a variety of flavors.

Expansion

Pie Face store at Sydney Airport, January 2017

The success of the initial stores in Sydney led to rapid expansion across Australia. By 2011, Pie Face had opened multiple locations in major cities, including Melbourne, Brisbane, and Perth. The brand's growth was fueled by its franchising model, allowing entrepreneurs to open their own Pie Face stores under the company's brand.

In 2012, Pie Face began its international expansion, opening stores in New York City. The brand aimed to introduce the Australian meat pie to the American market, adapting its menu to include local flavors and preferences. However, the expansion faced challenges, and the company eventually closed its U.S. operations in 2014.

Challenges and Restructuring

Despite its initial success, Pie Face encountered financial difficulties in the mid-2010s. The company entered voluntary administration in 2014, citing high operational costs and competitive pressures. A restructuring plan was implemented, which included closing underperforming stores and focusing on core markets.

In 2017, Pie Face emerged from administration with a renewed focus on its Australian operations. The company streamlined its menu and introduced new products to attract a broader customer base.

Products

Pie Face is best known for its range of savory pies, which include traditional flavors such as mince, steak and kidney, and chicken. The brand also offers a selection of sweet pies, pastries, and coffee. Each pie is marked with a unique face design, adding a playful element to the dining experience.

The company has also introduced seasonal and limited-edition flavors, catering to changing consumer tastes and preferences. In addition to pies, Pie Face offers a variety of sandwiches, wraps, and salads.

International Presence

Pie Face store at Osaka Station

Pie Face has explored international markets, with stores previously operating in the United States, New Zealand, and Japan. While the U.S. expansion was short-lived, the brand has maintained a presence in other regions, adapting its offerings to suit local tastes.

In Japan, Pie Face has partnered with local companies to open stores in major cities, including Tokyo and Osaka. The Japanese menu features unique flavors that cater to local preferences, such as teriyaki and curry pies.

Related pages

• Meat pie
• Fast food
• Franchising