United in the face of pies

The interior of a United Petroleum site with Pie Face products. Source: Supplied.

At the end of 2017, United Petroleum began rolling out their Pie Face offering after purchasing the brand earlier in the year.

The brand has since been added to many new and existing sites, the first four being Deer Park, Altona, Croydon, and Southport.

United Petroleum Group CEO Gary Brinkworth said the company identified a lot of value in the Pie Face brand when the opportunity to acquire it came up.

“We took the decision that Pie Face would fit perfectly with our strategy of growing our business and achieving scale by expanding into new categories whilst growing customer numbers and building capability,” Mr Brinkworth said.

The roll out is just one division in United’s evolving retail strategy aiming to reinvent the convenience retailing industry.

The pies and pastries available from the Pie Face brand are baked fresh on site, providing an enticing aroma that can be difficult for consumers to resist.

At present, United Petroleum has Pie Face in 21 of their petrol sites including; Altona, Bathurst, Baxter, Brendale, Coopers Plains, Croydon North, Deer Park, Dee Why, Derrimut, Doreen, Frankston South, Heathcote, Katherine, Kellerberin, Kingston, Lethbridge, Maitland, Narre Warren South, North Richmond, Preston South and Southport.


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