Back in summer 2007 when we launched our new range of premium quality Squared Pies for the fish and chip shop trade, it looked like a gamble. Would customers really be prepared to go for a better class of pie if it meant paying a little more?
'Our market research indicated that consumers were actually prepared to pay more for a quality pie as long as it gave them real added value,' says our Retail Sales Executive Kevin Newey.
Now we're discovering that our hunch has paid off. A number of high profile fish and chip shops that have been trialling the new pies are reporting remarkable increases in sales.
Pie owners report sales boost
'My pies sales have increased by 30 per cent and all our customers have commented on what excellent products they are,' says Andy Thrasyvoulou of Brownsover Fish Bar, Rugby.
Riverside Fish & Chips in Bridgenorth reports: 'Our customers are very impressed with the quality and quantity of the meat. We're selling more pies even though we put prices up 50p per pie!'
And Mark Petrou, of Petrou Brothers, Chatteris, tells us that he only made the decision after a lot of thought - but he's glad he did. 'When I make a decision to change supplier after more than a decade, it's a carefully measured decision,' says Mark. 'My customers have reinforced that by increasing both their consumption and their spend per pie!'
And it seems that shops which have converted to the premium pies are finding increases not just in units of pies sold but in profits too.
So what's the secret?
We at Shire know there's a reason customers are willing to pay more. If you give them something that tastes better, looks better and is actually better for you, they respond. Trust your customers!
And the pies really do have great credentials. We don't put in any artificial additives, flavour enhancers (MSG) or colours, or any hydrogenated fats, and the salt levels are below the government's guidelines.
The pastry is butter-enriched French-style puff pastry that we top with a free range egg glaze.
And there's also a higher meat level in the filling and a higher filling-to-pastry ratio. The fresh English assured red meat is EBLEX accredited - we are the only UK manufacturer of pies to achieve this.
The pies are bigger too!
- NO artificial additives
- NO flavour enhancers
- NO colours
- NO hydrogenated fats or oil
- Higher meat level in the filling
- Higher filling-to-pastry ratio
- EBLEX accredited beef
- French-style puff pastry with free range egg glaze
- Retail between £1.95 and £2.50 a pie
The result:
better pies = better pie sales
People love our premium pies! And we're over the moon about it, because we love our
Squared Pies too.
The Squared range
The new range of Squared pies consists of Steak & Ale, Steak & Kidney, Chicken & Mushroom, Chicken Balti and Minced Steak & Onion.
The friendly pie people
At Shire Famous Pies we have been making savoury pastries for over 37 years. We're the market leading supplier of pies to over 70 football and rugby clubs - our Chicken Balti pie is the Premiership's favourite half time snack. We employ more than 90 loyal staff and make more than 15 million pies, pasties and sausage rolls a year in our Leamington Spa bakery.
Find out more www.shirefoods.co.uk
