Who Ate All The Pies is a gourmet pie manufacturer based in Dunedin, New Zealand. Owner Steven Turner and his team create specialty, high-end pies, by hand, which typically sell through supermarkets and delicatessens. Who Ate All The Pies was named the fastest growing manufacturer in the Otago and Lower South Island region in the 2015 Deloitte Fast50 Awards.
The beginning of something delicious…
This from the Who Ate All The Pies website:
In July 2008 when Steven Turner from Lancashire England, bought a corner shop bakery in St Kilda Dunedin, he had no idea that people would be queuing up for his hand made pies and he’d create a demand in every region of New Zealand with inquiries from all over Australasia, but then again he hadn’t fully understood just how in demand real New Zealand made food was.
World famous at the Otago Farmers Market, bit by bit, batch by batch he fine-tuned the flavours and the batches, tweaked the pastry, changed the ingredients, updated the styles and created new specialty offerings from Wild Hare, Steak & Bluff Oyster, Authentic Cornish Pasties and a coveted English Pork Pie.
“Every step of the way, every move and development was to move further away from the prevalent industry methods to create a replicable process whereby people began to ask questions of their normal pie suppliers.
The quest was to be noticed, to innovate and to be perceived as the high end pie offering in the specialty food sector that is New Zealand food.”
In 2013, Steven moved to a 400m2 facility and turned it into one of the finest pie making facilities in New Zealand.
Every step of the way, every move and development was to move further away from the prevalent industry methods to create a replicable process whereby people began to ask questions of their normal pie suppliers.
The quest was to be noticed, to innovate and to be perceived as the high end pie offering in the specialty food sector that is New Zealand food.
Whilst this is very much a work in progress he’s pretty sure the corner stones are in place and the reach into the homes of new people continues unabated.
One way that reach is being achieved is through his online storefront with Storbie.
The Opportunity: A new distribution channel straight to the mouths of “whinging Poms”
Steven’s customers had been asking for years whether they could buy his meat pies online. He noticed that they were often British (like himself), and it was often around Christmas time that they asked. After all, what Brit wouldn’t kill for a real English Pork Pie and Cornish Pasty at Christmas dinner?
But Steven just never got around to exploring the idea of selling his pies online. Frozen pies and online shopping seemed an unlikely fit — logistics and packaging for single frozen pies on-demand would be a problem.
Christmas 2015 was fast approaching and Steven got thinking about online sales a bit more. He decided he could dip his toes in the online waters by selling predefined Christmas pie hampers to homesick Brits all over New Zealand. Genius! But he only had three weeks until the big day… Could Storbie really be that easy to set up and get started?
The Solution: An intuitive system with no technical skills required
“Storbie is so straightforward and the content management system is so easy to use — the site was built in a flash and ready to launch”
The scene of this Christmas story now switches to Steven’s designer, Vicki, who was tasked with setting up the Who Ate All The Pies online store. Luckily, she had three hours spare. Because three hours was all it took. “Storbie is so straightforward and the content management system is so easy to use — the site was built in a flash and ready to launch”. It could also be beautifully integrated with Who Ate All The Pies current systems and website. “It was so intuitive, and any little question that came up, the Support team were on to it”.
Having used other ecommerce website builders in the past that required website coding knowledge to implement some things, Vicki loved that Storbie required no technical skills, plus it was Kiwi-built. From the ‘manage my shop’ area, she went through the list of settings, made sure everything was set to how they wanted it, and hit the launch button!
The Results: 15 sales in just over a week, reaching new customers all around the country
“You guys made it so easy. It just works”
Meanwhile, Steven was catching up with the lads at the pub after a long day of pie-making. He was about to take a swig of ale when his back pocket vibrated. An email! Not just an email, a sale! Steven had just made his first online sale, and that’s how he knew his online store was live on the Internet. What a good way to find out, he thought! He hadn’t even done anything, Vicki and the team at Storbie had sorted it all and he was making sales. “You guys made it so easy. It just works”.
A couple of hours later, and another email told him he had made another sale. Steven made 15 sales in just over a week. By promoting his new online store on social media and targeting British expats living in New Zealand, he reached interested customers all around the country, and even received numerous personal thank you messages from satisfied pie-eaters.
The Future: A solid infrastructure in place to grow online sales
“I sense this could be a big thing for us, and completely unexpected!”
With Christmas over for another year and the online store having had a successful start, what was next for Who Ate All The Pies online venture? Steven and his team continued to test out more campaigns and ramp up online marketing efforts in 2016. “I sense this could be a big thing for us, and completely unexpected!”. More special occasion and seasonal hampers have been added, with talk of allowing people to create their own in the future. Who Ate All The Pies now has the Storbie infrastructure in place to build the ecommerce component of the business. Steven knows it’s a great business model and he is now feeling encouraged to pursue it further.
2016 has seen strong sales continued throughout the year and significant growth on last year’s Christmas sales too.
Visit Who Ate All The Pies online store now.
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