One of the great New Zealand comebacks could be on the cards for budget fast-food chain Georgie Pie.
Riding a wave of public nostalgia, the chain best known for its $1 pie deals is being talked up by its new owners, McDonald’s, more than 15 years after it sank.
Spokeswoman Kate Porter said it held the Georgie Pies trademark and was looking at how the company might use it.
McDonald’s was “intrigued at the level of passion for the Georgie Pie brand and [we’ve] put some concepts into research”, she said.
The move follows several campaigns urging the revival of the chain. North Shore baker Martin Gummer offered to pay a licensing fee and royalties to McDonald’s for permission to make the pies, and broadcasting school students in Christchurch mounted a campaign last year, opening a temporary Georgie Pie shop and shooting a documentary about it.
A Facebook group campaigning to bring back Georgie Pie has about 20,000 members.
In the early 1990s, the restaurant sold mince and cheese pies for as little as $1 each about $1.50 in today’s terms. Ms Porter said research was looking at “how much of the love for Georgie Pie was linked to the fact that it was really cheap”.
Georgie Pie first opened in 1977, the brainchild of Tom Ah Chee who also opened New Zealand’s first supermarket in Otahuhu in 1958. It grew rapidly and 1300 people lost their jobs when more than 30 outlets were closed in 1996.