Moffat Partnership with McDonald’s lifts sales
05/Jan/2017
Press Releases
- May 13 McDonald’s launch of Georgie Pie® Steak ‘N’ Cheese
- 20 Aug 15 launch of Georgie Pie® Butter Chicken
- 15 Dec 15 launch of Georgie® Bacon ‘N’ Egg breakfast pie
McDonalds NZ re-launched the famed Georgie Pie in 2013 and saw a lift in sales of 5.8%, the year of the re-launch. When introduced in May 2013, on the first day of the launch people were queuing for hours and around the block to buy the Georgie Pie® Steak ‘N’ Cheese. Georgie Pies are now sold nationally and have exceeded all expectations.
Moffat Christchurch played a key role in the iconic pie’s re-launch. Moffat partnered with McDonalds NZ to design, test and refine a new version of the Turbofan E33T5/HT10 oven. The new technology ensured the flavour and texture of the original Georgie Pie could be consistently reproduced. Kiwis are extremely passionate about the original iconic Georgie Pie® – so McDonald’s knew they had to get it right!
The customized Turbofan Oven meant that pies could be baked fresh in store daily (rather than arriving fully cooked and then reheated). McDonalds used the original recipe but removed MSG to ensure the traditional quality of the pies were delivered to the passionate Georgie Pie fans while also appealing to first time customers. The pies also had to be held for up to 2 hours without reducing the quality of the pie.
Since the launch demand continues to rise for the Georgie Pie (and Turbofan E33T/HT10 oven). Moffat manufactured all of the Turbofan Ovens in their Christchurch factory. The ovens and hot holding cabinets have been distributed to McDonald's restaurants right across the country in a national roll-out.
McDonald’s NZ listened to their customer’s valuable feedback on social media and have rolled out more varieties of the Georgie Pie. Georgie Pie® Butter Chicken launched on August 2015 and the Georgie Pie® Bacon 'N’ Egg breakfast pie launched on 15 Dec 2015. The Georgie Pie® Hunger Buster Meal (which includes Georgie Pie, Quarter Pounder®, medium fries, medium soft drink, and a small sundae) was also introduced as a strategy to encourage combo meal purchase behaviour.
Demand for the Georgie Pie brand continues to soar and McDonald’s NZ will also be trialling additional flavours which it plans to introduce in the near future.
