Jesters

What Jesters does

Jesters is a New Zealand-headquartered food company that has operated a pie franchise system since 2002, specializing in handmade "jaffle pies" produced with a proprietary jaffle iron cooking method that yields a distinctive flaky puff pastry. The company's product line spans more than a dozen named pie SKUs (including Kiwi Classic, Billy T, Southern Man, Maharaja, Popeye, Morning Glory, William Tell, and Kentucky Delight) plus complementary items such as sausage rolls, spinach and feta rolls, cheese and bacon twists, American Frankies, and fries. Distribution operates through three physical channels — Traditional Jesters retail stores (9 named locations including Botany Junction, Manukau, Takapuna, The Base, and Wellsford), factory-baked pie inserts at more than 30 Caltex petrol stations nationwide, and mobile pie vans — alongside a mobile app (iOS and Android), digital gift cards on the Zii Cloud platform, event catering, and a Kindo-powered fundraising program for schools and community groups.

Jesters makes money through a hybrid franchisor + retailer model. A prospective franchisee pays a $50,000 + GST initial franchise fee and an average $180,000-$280,000 store build-out, then remits a 6% royalty and a 5% advertising contribution on net turnover, both calculated weekly. Corporate revenue also accrues from direct retail store sales, wholesale/placement fees from the Caltex channel, catering contracts requiring 48 hours notice, gift card breakage and reloads, and $1.00-per-pie fundraising volume. The company is privately held under a corporate structure in which Australian entities (Jesters IP Pty Ltd and Jesters New Zealand Pty Ltd, both based in Wangara WA) hold the IP and oversight for the New Zealand operating entity, Jesters Development (NZ) Ltd.

Jesters serves four primary customer segments: individual consumers (primary) purchasing pies through retail and Caltex channels; schools, sports clubs, and community groups buying pies for fundraising at $1.00 per pie; businesses and event organizers procuring catering; and prospective franchisees seeking an established food retail concept. The company employs 11-50 staff at the corporate/head-office level, operates its website at jesters-pies.co.nz, and complies with the New Zealand Privacy Act 1993 for personal data handling.

Name

Jesters

Legal name

Jesters Development (NZ) Ltd

Website

https://jesters-pies.co.nz

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Jesters is a New Zealand pie franchise specializing in handmade jaffle pies made using a proprietary jaffle iron cooking method. It operates standalone retail stores, distributes factory-baked pies through 30+ Caltex stations, and serves consumers, schools, community groups, franchisees, and event caterers.

Ownership category

akta.pro rank

Product category

Gourmet Pies & Food Retail Franchise

NAICS

Retail Bakeries (311811), Baked Goods Retailers (445291), Bread and Bakery Product Manufacturing (31181), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)

akta.pro secondary industries

Pastry, Cakes & Tortes Manufacturing (AFAKAAAB), Pastry, Cakes & Desserts Wholesale (AFAIAFAB), Frozen Bakery & Dough Products Wholesale (AFAIAHAD)

Keywords

• Gourmet jaffle pies
• Handmade pie retail
• Pie franchise network
• Food and catering services
• Fundraising pie program

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Pie Sales: Direct sales of handmade pies, pastries, twists and sides through company-owned and franchise retail locations
2. Franchise Fees: $50,000 + GST Initial Franchise Fee for new franchisees plus ongoing royalty and advertising contributions
3. Franchise Royalties and Advertising: 6% of net turnover as royalty and 5% of net turnover as advertising contribution, both calculated and payable weekly
4. Catering Services: Event and party catering services providing pies for occasions
5. Gift Cards: Sale of gift cards through app and online platform
6. Fundraising Program: Schools and groups purchase pies at $1.00 per pie for fundraising events

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Jesters makes and sells handmade gourmet jaffle pies produced fresh in-store every day using a proprietary jaffle iron cooking method with thin, flaky puff pastry. The company operates through a franchise network (9+ standalone stores and 30+ Caltex petrol station locations across New Zealand), complemented by event catering, a school fundraising program, gift cards, and a mobile app with loyalty rewards.

Product overview

Jesters is a New Zealand pie company specializing in gourmet handcrafted Jaffle Pies made with flaky puff pastry. The core product portfolio centers on freshly made in-store pies available in over a dozen named varieties (Kiwi Classic, Billy T, Spud Deluxe, Southern Man, Stockmans, Dr. Pepper, Double Cheeseburger, Maharaja, Popeye, Morning Glory, Eggs Benny, William Tell, Kentucky Delight), complemented by pastry items (Sausage Rolls, Spinach and Feta Roll, American Frankie, Cheese and Bacon Twist) and World Best Chips. The company operates through two distribution channels: standalone Jesters stores and over 30 Caltex petrol station locations. Supporting services include a mobile app with loyalty program (earning 1 point per $1 spent, 10 points = $1 reward), gift cards via Zii Cloud platform, catering for events, a school/group fundraising program, and franchise opportunities.

Differentiator

Problem solved

Functional benefit

Products and services

• Handmade Jaffle Pies Handmade gourmet pies produced fresh in-store daily using proprietary jaffle irons, with thin, flaky puff pastry from first milled flour and fillings of lean quality meats and fresh ingredients. Available in over a dozen named varieties including Kiwi Classic, Billy T, Spud Deluxe, Southern Man, Stockmans, Dr. Pepper, Double Cheeseburger, Maharaja (butter chicken), Popeye (spinach and feta), Morning Glory, Eggs Benny, William Tell (apple custard), Kentucky Delight, plus limited-time offerings like BBQ Chicken + Bacon and Cheesy Jalapeno. Sold at standalone Jesters stores and as factory-baked pies at 30+ Caltex stations nationwide.
• Sausage Rolls Pork sausage meat filling wrapped in flaky pastry, sold as a standalone menu item at Jesters retail locations and Caltex stations.
• Spinach and Feta Roll Spinach and feta filling combined with cooked rice and cheeses, wrapped in flaky pastry and sold as a vegetarian menu option.
• American Frankie American-style Kransky sausage with mustard and ketchup encased in puff pastry, sold as a standalone menu item.
• Cheese and Bacon Twist Crunchy combination of tasty cheese, mouth-watering bacon, and ultra-thin puff pastry. Also available in Pepperoni & Pizza Sauce and Apple & Cinnamon flavor variants.
• World's Best Chips Golden fries straight out of the fryer, tossed in Jesters' special seasoning and available in Regular or Large portion sizes.
• Catering Services Event and party catering solutions providing hot tasty pies for events or frozen pies that can be heated on-site. Requires 48 hours of notice for orders and serves businesses, corporate events, and individuals hosting functions.
• Fundraising Program Fundraising model for schools, sports clubs, and community organizations offering pies at $1.00 per pie. Includes order forms, prizes for top sellers, bonus payments, and redeemable vouchers, coordinated through the Kindo platform.
• Jesters Franchise Opportunities Franchise system offering a premium pie brand with loyal following. Average store cost $180,000-$280,000 plus $50,000+GST initial franchise fee. Includes 6% royalty and 5% advertising contribution on net turnover, a 2-week training programme, and ongoing systems and marketing support for owner-operator franchisees.
• Jesters Gift Cards Digital and physical gift cards valid for 3 years from issue date at participating Traditional Jesters stores (Botany Junction, Fraser Cove, Lunn Ave, Manukau, Pukekohe, Rototuna, Takapuna, The Base, Wellsford, Westgate). Purchasable online through the Zii Cloud platform or through the Jesters mobile app.
• Jesters Mobile App with Loyalty Program Jesters mobile application for iOS and Android enabling order-ahead ordering, loyalty points accumulation (1 point per $1 spent), rewards redemption (10 points = $1 reward, minimum $5), order tracking, gift card management, and member benefits. The integrated loyalty program includes birthday bonuses and exclusive promotions; points never expire while rewards from joining/birthdays expire after 1 month.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Four partnerships are on record, tiered core, minor and supporting.

• CaltexcoreChannel Partner/ Reseller/ DistributorJesters pies are available at more than 30 Caltex stations nationwide. These are factory-baked pies as opposed to the fresh in-store made jaffle pies at standalone locations. The partnership extends Jesters distribution reach significantly across New Zealand.
• FANZ (Franchisees Association of New Zealand)minorOthersJesters displays FANZ membership badge indicating their franchise system is aligned with the Franchise Association of New Zealand standards and best practices.
• KindosupportingTechnology or IntegrationKindo provides the platform for Jesters fundraising program. Schools and groups contact Kindo to get set up for fundraising orders. Contact: [email protected] or freephone 0508 4KINDO.
• ZiicloudsupportingTechnology or IntegrationZiicloud powers the Jesters gift card platform (app.ziicloud.com) for purchasing and checking gift card balances. Also supports the loyalty program and mobile app functionality.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bakers Delight New Zealand: NZ arm of the ANZ bakery franchise network, with a savory/pastry-inclusive menu sold through franchised retail locations. Directly comparable franchise GTM in the same NZ market.
• Baker's Delight: Large ANZ bakery franchise network selling fresh and savory baked goods through franchised retail outlets. Highly comparable franchise GTM motion and bakery-product portfolio spanning ANZ.
• Coupland's Bakeries: Major NZ retail bakery chain selling breads and savory bakery items through company-owned and franchised storefronts. Directly comparable retail-bakistry model, geography, and product mix.
• Michel's Patisserie: Australia-wide patisserie cafe franchise serving pies, pastries, and savory bakery items. Comparable franchise model, savory bakery menu, and ANZ retail footprint.
• Mrs Mac's Pies: Established New Zealand pie manufacturer and retailer with a comparable handheld savory-pie menu and broad supermarket + foodservice distribution. Closely comparable product category, geography, and target consumer as Jesters.
• Brumbys: Australian bakery franchise selling savory pies, sausage rolls, and pastries through franchised retail outlets. Closely comparable franchise model, menu, and customer occasion as Jesters.

Broad incumbents

• Patties Foods: Largest ANZ savory-pie manufacturer (Four'N Twenty, Herbert Adams, Nanna's) supplying supermarkets and foodservice at scale. Comparable product category (handheld savory pies) but operates as a broad incumbent manufacturer rather than franchised retail.
• Tip Top Bakery: Iconic NZ commercial bakery (owned by Fonterra/Fresh n' Local) producing breads, pastries, and savory bakery items at industrial scale across grocery and foodservice channels. Comparable product category but at much greater scale and via grocery distribution rather than franchised retail.

Emerging players

• Krispy Kreme: Global doughnut/coffee franchise expanding across ANZ with a small-format retail and grab-and-go model. Comparable single-category franchise DNA and digital-loyalty/app-led customer engagement, though a different food category.

Others

• Z Energy (Ampol): NZ petrol station and convenience retail network operating as a customer-acquisition partner for bakery and snack brands. Comparable as the type of distribution counterparty that Jesters depends on for its 30+ Caltex fuel-stop locations.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/jestersnz
• Facebookfacebook.com/jestersnz
• LinkedInlinkedin.com/company/jesters-new-zealand

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jesters