Pie Face to expand footprint in Asia

Pie Face is planning to open 100 stores in South Korea and 40 in the Philippines, with the first stores expected to open in the first quarter of next year.

Global CEO Wayne Homschek has led the signing of agreements with Gadamsa Co in Korea and GA Foods in the Philippines. In Korea, the plan is for the development of 100 stores over the next eight years and construction has begun on a central kitchen facility that will service all stores. In the Philippines, the agreement is to develop a network of 40 stores over six years, with the first to open in Makati city.

The Pie Face brand is driving a three pronged growth strategy; Australian domestic franchising, Australian domestic wholesaling, and international expansion.

The South Korea and Philippines deals build on previous deals in New Zealand, Singapore, Malaysia and the Middle East.

Pie Face is also on track to have four stores in the Middle East opened by the end of this year, with the first scheduled to open at Yas Mall, Abu Dhabi in November.

In Singapore, the brand will open three stores by end of the year, led by the opening of the first flagship store at Bugis Village last month.

The total number of stores expected to be opened outside Australia by all international franchise partners and over the term of these contracts is more than 350, with each territory also opening its own central kitchen facility.

Andrew Lyme, commercial manager, who negotiated the new deals, said: “I’m delighted that our international partners have seen the unique opportunity the Pie Face brand represents in combining proprietary baked goods and premium coffee as a competitive advantage in the market.”

Pie Face, which first launched in Sydney in 2003, has retained Kuwait-based global advisory consultancy Group, W.L.L, to advise on its entry into the Middle East and to help the brand find the most suitable partner for the region.