Pie Face

History

Pie Face was established in 2003 and expanded quickly. After opening stores in Australia, it launched outlets in New York City in 2012 and New Zealand in late 2013. At its peak, the chain operated 80 stores in Australia and the United States, with plans for 100 more worldwide. In November 2014, Pie Face entered voluntary administration amid legal action in Australia and the US.

Before administration, it had considered a stock market listing valued at $150 million and had agreements to open stores in Asia, Europe, the Middle East, and the United States. Financing secured in December 2014 allowed continued trading, but the focus shifted to wholesale and retail sales. Many company-owned and franchised stores closed, resulting in hundreds of job losses. The chain went into receivership again in late 2016, closing eleven company-owned stores; about 26 franchised stores remained open as of 24 November 2016.

In January 2017, the chain was reported to be nearing profitability with 30 franchised stores and plans to expand into Japan and South Korea, though it still had debts of $9 million, including $1 million owed to staff, and faced a winding-up motion. Receivers stated unsecured creditors were unlikely to receive funds but believed the business had significant growth potential if properly managed, with seven or eight companies considering a purchase.

In April 2017, United Petroleum acquired Pie Face for an undisclosed sum and began selling its products at many United petrol stations. In 2020, it was revealed that the company had sold items labelled as halal that were not halal. In 2024, Pie Face and United Petroleum planned a food manufacturing venture in Sri Lanka, investing approximately US$20–30 million through United's local subsidiary, United Petroleum Lanka Private Limited. United Petroleum later withdrew from the Sri Lankan market in August 2025.