Foodservice Equipment Reports

Australia’s Pie Face Expands

Pie Face is making the move from Down Under to the Middle East. The 81-unit bakery-café chain, based in Sydney, has signed a licensing agreement with Foodmark, a division of Dubai-based Landmark Hospitality, to make the Middle Eastern firm the master franchisor for Pie Face in the Gulf countries of the UAE, Qatar, Bahrain, Kuwait and Saudi Arabia.

The deal includes a commitment to open at least 100 of the savory-pie restaurants in the five countries over the next seven years, starting in Dubai, according to Pie Face CEO Wayne Homschek.

Homschek co-founded the “grab-and-go” chain in Sydney in 2003. Since opening the first non-Australian unit in New York early last year, Pie Face USA now operates eight locations in New York.

Pie Face entered New Zealand last September with a store in Auckland; it plans to open 62 restaurants there over the next decade. As in New York, franchisors in the New Zealand and Gulf areas will build regional commissaries to supply the stores. In Australia, parent company Pie Face Pty. Ltd. operates 15 restaurants and franchises another 60, whose operators purchase the pies from commissaries owned and operated by the parent company.

Homschek also has inked a memorandum of understanding with an Indonesian group to open Pie Face restaurants in that country and is in discussions with interested parties in Japan and China.

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