Pie Face
- Company typePrivate
- Founded2003
- HeadquartersCapella, Australia
- Headcount101–250
- GTM typeB2C
- OfferingServices
Pie Face firmographics
Firmographics- Name
- Pie Face
- Legal name
- Pie Face
- Website
- https://pieface.com.au
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Pie Face industry classification
Industry- Product category
- Quick-Service Bakery
- NAICS
- Baked Goods Retailers (445291), Retail Bakeries (311811)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812), Retail-Food Stores (5400)
- akta.pro primary industry
- Bakery Grab-and-Go (Pastries, Packaged Desserts, Takeaway Bread) (CRAHAKAJ)
- akta.pro secondary industries
- Dessert Cafes (Coffee + Desserts) (THAFADAH), Bread & Pastry Specialty Stores (CRAHAGAC)
Keywords
Where Pie Face is headquartered
LocationHeadquarters
- HQ city
- Capella
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Pie Face business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Food Sales: Revenue generated from in-store sales of pies, sausage rolls, pastries, toasties, donuts, cookies, and beverages at over 300 Australian store locations. Customers purchase food items directly at retail locations.
- Delivery/Takeaway Sales: Revenue from third-party delivery orders placed through Uber Eats and DoorDash platforms, where customers order menu items for home delivery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Chicken Tikka Pie promotional price |
| Unit Pricing | Pay-as-you-go | Twisted Pie or Empanada Pocket promotional price |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Pie Face product offering
Product offeringCore offering
Pie Face is an Australian quick-service bakery chain that operates over 300 stores nationwide selling freshly baked pies, sausage rolls, pastries, toasties, cookies, donuts, and barista-quality coffee and beverages. Products are baked in-store daily using premium ingredients (hormone-free Aussie beef, free-range chicken, and hormone-free lamb) wrapped in signature French-style flaky pastry. Customers purchase items in-store, via drive-thru at select locations, or through third-party delivery platforms Uber Eats and DoorDash.
Product overview
Pie Face is an Australian quick-service bakery offering a diverse portfolio of freshly baked products centered around pies and pastry items. The core product lines include traditional Pies (with beef, chicken, lamb, and vegetarian fillings in various sizes), Sausage Rolls (including mini, regular, mega, Angus beef, and vegan options), Toasties (sandwiches and wraps), Cookies and Donuts, and Beverages. Recent additions include Twisted Pies and Empanada Pockets under the Specialities line, providing Burek-style and handheld alternatives to classic pies. All products are freshly baked in-store daily using premium ingredients including hormone-free Aussie beef, free-range chicken, and signature French-style flaky pastry. The company operates over 300 stores across Australia and partners with delivery platforms Uber Eats and DoorDash.
Differentiator
Problem solved
Functional benefit
Products and services
- Pies
Quantifiable outcome
- Over 300 stores across Australia
Companies that use Pie Face
Customer profileSegments3 records
Ideal customer profiles3 records
Pie Face technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Pie Face partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
Pie Face competitors and assessment
Company assessmentDirect peers
- Baker's Delight: Australia's largest specialty bakery franchise chain with 700+ stores nationwide. Directly comparable to Pie Face as a franchised Australian bakery retailer competing for the same breakfast, lunch, and on-the-go occasions.
- Muffin Break: Australian café-bakery franchise with a coffee-led menu including muffins, pies, sandwiches, and sweet treats. Overlaps with Pie Face on the coffee-plus-baked-goods positioning.
- Brumby's Bakery: Australian bakery franchise chain offering pies, sausage rolls, sandwiches, and coffee. Closely aligned with Pie Face in product mix, franchise model, and core customer segment.
- Michel's Patisserie: Franchised Australian café-bakery chain specializing in cakes, pastries, pies, and coffee. Directly comparable to Pie Face in café-style retail format and product breadth.
Broad incumbents
- Hungry Jack's: Major Australian QSR chain owned by Restaurant Brands. Competes with Pie Face on convenience, price point, and drive-thru occasions for savory on-the-go meals.
- Gloria Jean's Coffees: International specialty coffee franchise with significant Australian presence. Comparable as a coffee-anchored grab-and-go food retailer competing for the same morning and snack occasions.
- The Coffee Club: Australia's largest café franchise group with 400+ stores across multiple countries. Comparable as a casual dining/coffee competitor with broader menu and dine-in positioning.
- McDonald's Australia: Dominant Australian QSR operator with breakfast menu including baked items. Indirect competitor for breakfast and snack occasions where Pie Face competes via pies and pastries.
- KFC Australia: Major Australian QSR competitor with national drive-thru footprint. Competes for savory on-the-go meal occasions and share-of-wallet on discretionary food spending.
Emerging players
- Boost Juice: Australian specialty beverage and snack franchise. Comparable as a grab-and-go Australian retail franchise with overlap in smoothie/beverage offerings and target demographic.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Pie Face social profiles
Digital presencePie Face financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pie Face leadership team
Management profileNumber of profiles
Pie Face funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pie Face M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pie Face
What does Pie Face do?
Pie Face is an Australian quick-service bakery chain that operates over 300 stores nationwide selling freshly baked pies, sausage rolls, pastries, toasties, cookies, donuts, and barista-quality coffee and beverages. Products are baked in-store daily using premium ingredients (hormone-free Aussie beef, free-range chicken, and hormone-free lamb) wrapped in signature French-style flaky pastry. Customers purchase items in-store, via drive-thru at select locations, or through third-party delivery platforms Uber Eats and DoorDash.
Is Pie Face a public or private company?
Pie Face is a private company. It is classified as unknown and is currently operating.
When was Pie Face founded?
Pie Face was founded in 2003. It employs 101 to 250 people.
Where is Pie Face based?
Pie Face is headquartered in Capella, Australia, in the Oceania region.
How does Pie Face make money?
Two revenue lines are on record. Retail Food Sales are the primary driver. The others are delivery/Takeaway Sales.
Who are Pie Face's main competitors?
Direct peers on record are Baker's Delight, Muffin Break, Brumby's Bakery and Michel's Patisserie. Broad incumbents are Hungry Jack's, Gloria Jean's Coffees, The Coffee Club, McDonald's Australia and KFC Australia. Boost Juice is listed as an emerging player.
Does Pie Face have an API?
No public API is recorded for Pie Face.
What industry is Pie Face in?
Pie Face's product category is Quick-Service Bakery. Its primary akta.pro industry code is CRAHAKAJ, Bakery Grab-and-Go (Pastries, Packaged Desserts, Takeaway Bread), with a secondary code of THAFADAH, Dessert Cafes (Coffee + Desserts). Its NAICS code is 445291 and its SIC code is 5810.