Georgie Pie Is Brought Back
· Pilot will see iconic Steak Mince ‘N’ Cheese pie sold through 11 McDonald’s restaurants in Auckland and Waikato from
early June
· True to original recipe and produced at former Georgie Pie production plant in Manukau
· National rollout and other flavours to be evaluated
McDonald’s New Zealand today announced that after 15 years, it will be launching a pilot to bring back the Kiwi legend,
Georgie Pie.
The iconic Steak Mince ‘N’ Cheese pie will be sold from early June, at its Queen Street and Greenlane restaurants, then
rolled out to five other McDonald’s sites in Auckland and four sites in the Waikato shortly after.
McDonald’s New Zealand managing director, Patrick Wilson, says he is excited to see how customers will react to tasting
a Georgie Pie after so many years.
“We understand the passion Georgie Pie evokes for New Zealanders. It’s part of our popular culture and bringing it back
is a big responsibility. We’re committed to delivering to the original recipe and treating the Georgie Pie brand with
the respect it deserves.”
Staying true to the original recipe has been of the utmost importance, and part of the process has seen ex Georgie Pie
GM, Brian Popham, consult on the product research and development process.
The Steak Mince ‘N’ Cheese pie will be 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.
The pies will be produced at the former Georgie Pie production facility in Manukau, which pie supply partner, Goodman
Fielder, had previously purchased from Progressive Enterprises.
Bringing back a product after 15 years and at scale is a highly complex process and Mr Wilson says the pilot will help
test the product operationally across McDonald’s range of restaurant types, while providing valuable consumer and
business insights.
“Our research suggests that Kiwis still have a big appetite for their favourite pie brand. We’re hopeful that after the
launch excitement, our customers will come back and enjoy what is a great tasting, quality product. We will then
evaluate the pilot and look at options for a nationwide rollout.
“From firsthand experience I can confirm the Steak Mince ‘N’ Cheese pie tastes as good as I remember. We believe Georgie
Pie holds its own in 2013 and we’re confident the pilot will be a success,” says Mr Wilson.
The Steak Mince ‘N’ Cheese Georgie pie will be priced at $4.50 for the single pie.
ENDS