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Pie Face signs on Asian expansion

Pie Face has signed agreements, led by global CEO, Wayne Homschek, that will see the opening of 100 stores in South Korea, and 40 in the Philippines, with the first stores expected to open in the first quarter of 2015.

In South Korea, an agreement with Gadamsa Co will see the development of 100 stores over the next eight years. Construction has commenced on a central kitchen facility (CKF) that will service all stores.

In the Philippines, an agreement with GA Foods will involve the development of 40 stores over six years, with the first to open in Makati city.

The Pie Face brand is driving a three pronged growth strategy; Australian domestic franchising, Australian domestic wholesaling, and international expansion, under new MD and former Brumby’s chief, Kevin Waite, who was appointed to the role in June.

The South Korea and Philippines deals build on previous deals in New Zealand, Singapore, Malaysia, and the Middle East.

Pie Face is on track to have four Middle Eastern stores opened by end 2014, with the first scheduled to open at Yas Mall, Abu Dhabi in November.

Pie Face Singapore will open three stores by end 2014 with the first flagship store to open at Bugis Village in Singapore during October.

The total number of stores expected to be opened outside Australia by all international franchise partners and over the term of these contracts is more than 350, with each territory also opening its own CKF.

Andrew Lyme, commercial manager, who negotiated the South Korea and Philippines deals, said: “I’m delighted that our international partners have seen the unique opportunity the Pie Face brand represents in combining proprietary baked goods and premium coffee as a competitive advantage in the market”.

Pie Face, which is first launched in Sydney in 2003, retained Kuwait based global advisory firm Univest Consultancy Group, W.L.L, to advise on its entry into the Middle East and to help the brand find the most suitable partner for the region.

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