Georgie Pie was a fast food chain owned by supermarket
operator Progressive Enterprises that hoped to be "New
Zealand’s own homegrown alternative to the global fast-food
industry giants such as McDonald’s, Pizza Hut and Burger
King."
The first restaurant was opened in Kelston, Auckland in 1977,
and expanded considerably in the 1990s. In 1994, plans were
announced to open 25 new outlets per year, with the goal of having
114 restaurants operating by year's end, 1998.
The chain came to prominence in the early 1990s with its $1,
$2, $3, and $4 "Funtastic Value" menu where everything was one of
those four prices, including the popular $1 "Small Pie."
At its peak, the chain employed about 1,300 people, 80% of whom
were under 20 years old; many of the employees were paid less than
employees of rival fast food chain McDonald's.
The franchise had hourly youth rates, starting from five dollars
for 15 year olds, compared to the then-hourly rate of $8.41 (in
1996) at McDonald’s, regardless of age (as of 2006 McDonald's
was also paying youth rates).
The selling of pies allowed Georgie Pie to automate the food
production process far more than other chains, which sold more
labour-intensive items such as burgers, were able to.
It did however mean that Georgie Pie managers had to plan their pie
production 40 minutes ahead (the time it took to bake a pie) as
opposed to the few minutes it takes to prepare a burger.
The decision by Progressive's CEO not to support continued
expansion (both locally and offshore) meant that the stores'
profitability could not offset the high cost of the new factory and
distribution centre.
Offers by members of the Georgie Pie management team and other
outside interested parties to work through options to buy the brand
as a going concern were declined.
Progressive Enterprises sold the food chain to McDonald's in 1996,
a move that became the beginning of the end for Georgie
Pie.
At the conclusion of the deal, 17 outlets were converted into
McDonald's restaurants, and the other 15 were sold, some to other
fast food franchises or restaurants, one into a Bunnings Warehouse
and one into a bloodbank.
There is suspicion the pie making machines were used to
manufacture the unique square pies in a box for the
Foodtown/Countdown house brand "Foodtown" pies which tasted almost
the same but were withdrawn in late 2004.
Most of the prior restaurants have now been fully remodelled by
McDonalds as they were initially just quick conversions which still
bore the old Georgie Pie design.
The last Georgie Pie was located at Kepa Road in Auckland's Mission
Bay where they ceased operations in 1998.
Hamiltons Georgie Pie Restaurant
became,
in 1999 A used car dealership
It still stands today on Greenwood Street
Shadowed somewhat by it's Big Brother.
And facelifted again losing its Legendary
Form.
In its 20+ year lifetime, Georgie Pie achieved a number of
firsts in New Zealand - first Drive Thru; first with Breakfast;
first with 24 hour opening - and of course the first local (kiwi)
concept to seriously challenge the international brands.
In May 2009 TVNZ reported that McDonalds New Zealand (the
current trademark holder) was investigating relaunching the brand
due to the high level of popularity surrounding it and online
campaigns.
So maybe...they ate all the pies!