Georgie Pie - History

History

Georgie Pie was the brainchild of Tom Ah Chee, who opened New Zealand's first supermarket (Foodtown Otahuhu, 1958). The first restaurant was opened in Kelston, Auckland in 1977. In 1994, plans were announced to open 25 new outlets per year, with a goal of 114 operating restaurants by the end of 1998. The chain came to prominence in the early 1990s with its $1, $2, $3, and $4 "Funtastic Value" menu, including the popular $1 "Small Pie." At its peak, the chain employed about 1,300 people. Georgie Pie was able to automate the food production process far more than chains which sold labour-intensive items such as burgers. However, timing was a more difficult detail for Georgie Pie, as it took 40 minutes to bake a pie versus a few minutes for typical fast food.