When McDonald’s resurrected a New Zealand legend they needed absolute certainty that the traditional quality of their products could be delivered each and every time.

Ensuring there were no half-pie measures certainly paid off – the return of the popular brand has been met with both initial success and sustained demand.


For many New Zealanders Georgie Pie is somewhat of an institution. Launched in the 1970s, and known for its square, short crust case and range of delicious fillings, the pie has become a part of New Zealand’s popular culture. Nowadays, with a high level of marketplace competition for the pie dollar, any comeback for the famous pastry needed to be carefully managed.

So when McDonald’s decided to resurrect New Zealand’s famed Georgie Pie they needed to get every detail right. They turned to Moffat to develop a custom oven that could replicate the pie’s original texture, consistency and flavour.

This was just one step in a colourful history for the Pie. In 1996 Georgie Pie’s parent brand, Progressive Enterprises, looked to sell off part of the business. McDonald’s acquired a number of Georgie Pie’s prime restaurant locations and, along with them, all the trademarks and intellectual property.

The calls for the return of the brand followed the company through the years. With sustained customer demand and business case development McDonald’s resurrected the much loved pie in 2013, initially making it available at select North Island restaurants.



 

Re-creating Georgie Pie posed a logistical challenge however – as it required investment in a specialty, purpose-built oven that could be easily rolled out at restaurants across the country. 

Moffat worked with McDonald’s to design, test and refine a new version of the Turbofan E33T5/HT10 oven. This technology ensured the texture and flavour of the original Georgie Pie could be consistently attained. As the pies are freshly baked in store (rather than arriving fully cooked then re-heated), the equipment also needed to be very simple and easy to use.

When McDonald’s reintroduced the brand in May 2013 the results surpassed everyone’s expectations.

“Georgie Pie was launched at two McDonald’s restaurants in Auckland - Queen Street at Greenlane. On the first day, people were queuing for hours, and right around the block”, says Erin Hall, Moffat’s Application Chef.

And demand has continued to soar. Since the initial launch Georgie Pie (and the Turbofan E33T5/HT10 oven) has been rolled out in the majority of McDonald’s restaurants around New Zealand. This year, it was also introduced in Australia for the first time, in Sutton Forrest McDonald’s.

“Georgie Pie evokes some great memories for New Zealanders, and we’re really excited to have played a role in helping McDonald’s resurrect this Kiwi legend”, says Erin.