Christmas Comes Early For Georgie Pie Fans

PRESS RELEASE – For immediate release

01 October 2013

Christmas Comes Early For Georgie Pie Fans

•          McDonald’s confirms national rollout of Georgie Pie following successful pilot
•          The iconic Steak Mince ‘N’ Cheese pie will be sold through 107 McDonald’s restaurants by Christmas and majority by mid 2014
•          Other Georgie Pie favourites being considered

McDonald’s New Zealand confirmed today that following a successful trial in selected restaurants, the Kiwi legend, Georgie Pie, will be available in two thirds of its restaurants nationwide by Christmas.

The iconic Steak Mince ‘N’ Cheese pie will be sold in 107 McDonald’s restaurants by the end of the year and the majority of restaurants by mid 2014.

McDonald’s NZ Managing Director Patrick Wilson says the response from customers has been fantastic, with sales exceeding initial projections.

“When we began the trial to bring back Georgie Pie in May we said we’d look at options for a nationwide rollout depending on how it was received. It’s been a hugely complex project and it’s very exciting to be able to confirm we’re now going full steam ahead,” says Mr Wilson.

“The Georgie Pie brand evokes a lot of passion for Kiwis and the pilot indicates people have tried the pie, and then come back for more. It’s been great to see customers familiar with the brand, and those who never had the opportunity to try Georgie Pie before, enjoy the product.”

Staying true to the original recipe has been of the utmost importance, and ex Georgie Pie GM, Brian Popham, consulted on the product research and development process.

The Steak Mince ‘N’ Cheese pie is made using quality New Zealand beef and Georgie Pie’s unique short pastry, formed in the distinctive square shape. The only significant alteration to the original Steak Mince ‘N’ Cheese recipe was the removal of added MSG. It is baked fresh in the restaurant and held for no longer than two hours.

From October 21, eight restaurants in Gisborne, Wellington, Hawke’s Bay and the Bay of Plenty will be used as seeding restaurants to train staff in the regions and test distribution of the product.

From then, McDonald’s will begin to distribute the ovens required for baking the pies, manufactured by Christchurch company Moffat, to the remaining restaurants as the equipment becomes available. Goodman Fielder, which operates the former Georgie Pie plant in South Auckland, will increase production hours to accommodate the increase in demand.

All McDonald’s restaurants, excluding a handful of smaller restaurants without the space for ovens, are expected to be selling Georgie Pies by mid next year.

Mr Wilson says that the company is also consulting with customers in regards to the development of other Georgie Pie favourites, although no details are confirmed at this stage.

The Steak Mince ‘N’ Cheese Georgie Pie will continue to be sold for $4.50.

ENDS

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