Pieminister is planning to expand from its current estate of 16 to over 100 locations, with a focus on university towns, co-founder Jon Simon tells MCA.
The pie specialist recently opened a franchise site in Bath, which will be followed by Derby this summer. It is also looking to further build its presence in Bristol and market towns, and has partnered with Seeds Consulting to continue its franchise expansion.
The omnichannel brand has seen strong growth in its foodservice business and works with over 80 venues to supply pies, including range of pubcos such as Punch, Stonegate, and Shepherd Neame, as well as independent cafes, pubs, and restaurants.
It also supplies to chains including Waitrose, Sainsbury’s, Tesco, Asda, Morrisons, and Ocado.
“Our three channels are about one-third of the business each, which works for us,” Simon says. “We introduce people to the brand through our restaurants, and distribute and gain awareness through other channels.
“Our prime prospect is big university towns.”
Founded in 2003 in Bristol, the business started as a café and bakery-style concept open only during the day and then moved towards a restaurant format, now serving cocktails and craft beer as well as an expanded food offer.
New restaurants will serve its broadened range of plant-based and gluten-free pies, plus a new phyllo pie to be launched next month.
The menu is designed to be both indulgent and offer healthy options.
“We’ve been proving the concept in its current restaurant form for seven to eight years. Now we want to move much more swiftly,” Simon adds.
“The package itself is low investment for an incoming franchisee – all the hard work is done in our bakery in Bristol. We can hopefully open up a lot more and a lot more rapidly.”
Expansion in London – where the concept operates one site – is on the cards, but further down the line.
Pieminister has seen little evidence of recessionary behaviour, credited to its offer that sits on the “more affordable end of the fast casual market,” according to Simon.
“It’s a simple fast casual dining experience that’s quick and good value. You can get our signature pie with gravy for a tenner.”
While cost inflation, utilities, and staffing have been concerns over the past year, the brand has kept its energy and labour costs down in stores by doing the “heavy lifting” at its central bakery.
It also offers a popular lunch deal that has benefited from the return of workers.
“It’s ethically sourced, quality ingredients and well priced,” Simon says. “Bath is trading incredibly well beyond our expectations.
“We’ve seen a big upturn as a lot of pubs are coming to us for high volume, high quality meals delivered easily without the need for skilled chefs.”
