Industry News | September 19, 2012

Pie Face Opens Second U.S. Location in Manhattan

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Pie Face, Australia’s favorite 24-hour pie shop and café opens its second U.S. location in New York’s Murray Hill neighborhood.  The new kid on the takeout-shop block, which opened its first stateside location in midtown Manhattan in January 2012, is now serving up its popular Australian pies in the heart of Murray Hill at 34th Street and Third Avenue.
 
“New Yorkers have fallen in love with the Aussie meat pie, and we are thrilled to build on the success of our first Manhattan shop with a Murray Hill location,” says Wayne Homschek, CEO of Pie Face. “Given the late-night culture in this neighborhood, we think our 24-hour pie shop will give traditional burger and pizza joints a run for their money.”
 
The Pie Face Murray Hill menu features Australia's beloved savory pies, sausage rolls, and indulgent lamingtons, which have proven extremely popular in the company's Midtown shop. Developed by their French-trained pastry chef, François Cointrel, the Pie Face Murray Hill menu includes New Yorkers' favorite pies like Chunky Steak, Chicken & Mushroom, and Tandoori Vegetable. The buttery piecrusts are topped with flaky puff pastry and finished with adorable Pie Face faces, piped in gravy, which indicate the filling of each pie.   
 
Pie Face Murray Hill is also the new neighborhood sweet shop and café, with decadent mini sweet pies, pastries, gourmet sandwiches, and signature Wake Me Up!!! Coffee that New Yorkers have grown to know and love.  The Pie Face coffee menu allows New Yorkers to wake up in different ways, with premium espresso blends available in a range of strengths, from Open My Eyes! (soft blend) to Kick My Arse! (strong dark blend).  Pie Face Murray Hill continues to entice New Yorkers with the flavors from Down Under with their authentic Australian Flat Whites (espresso with steamed milk) and Long Blacks (the Australian version of an Americano). Mini dessert pies are available in 13 flavors, including Pear & Ricotta, Chocolate, Lemon, Cherry, and more, and 9-inch dessert pies in Pecan, Pumpkin, Coconut Custard, and Apple will be launching just in time for Thanksgiving 2012.
 
The expansion is made possible by a $15 million investment by Steve Wynn, the founder, chairman, and CEO of Wynn Resorts Limited, who is best known for rebuilding the Las Vegas strip by building or refurbishing the Golden Nugget, the Mirage, Treasure Island, Bellagio, Wynn Las Vegas, and Encore at Wynn Las Vegas.
 
To celebrate the opening and say hello to the neighborhood, Pie Face Murray Hill will offer free pies and coffees throughout the week:
·      Wednesday, September 19 – To celebrate the first #WakeMeUpWeds at Pie Face Murray Hill, all coffees (including lattes, cappuccinos, and Aussie flat whites) will be free from 8:00 a.m. to 9:00 a.m.
·      Friday, September 21, late night – Get “Piefaced” at Pie Face from 1:30 a.m. to 3:30 a.m.  Free savory pies for all.