How Ashby Pies Sells 2,000 Pies A Week For $13 Each
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What is the episode’s intro and sponsor message?
Generate is supporting my vision to improve the financial literacy of 100,000 Kiwis by sponsoring Keep the Change. Cheers Generate. Head to generatekiwisaver.co.nz forward slash change to find out more.
I love talking
about pies and I love talking about the Warriors. How many pies are you dishing out a week at the moment?
So at the moment we're just over 2,000 a week. COVID hit and we thought we'd lost everything. I don't know why. Of course they're going to give us money. Of course everything's not going to shut down. And that's when I started making content because I was like, man, I've got to sell a lot of pies to make rent here. And the little side bonus to that, which I never expected, but it's even now the brand deals I get from a personal branding side of you are a really nice top up, you know, and it's not far off me making more money from social media than off the shop. The hardest bit is starting. So once you've started, Yeah, you've already done the hardest bit, so you have to trust yourself because no one else is going to do it for you.
How pumped are you about these Warriors making the finals? Oh,
what a time to be a Warriors fan.
How deep do you think they're going to go into the finals?
Oh, we win the grand final.
Yeah, yeah, yeah, for sure. If everything disappeared tomorrow, audience, Ashby Prize, money, followers, and you keep everything that you've learned, so you basically go back to scratch, how would you build back? Alright today the pie guy as he is known to some on social media. Darren good to see you mate. Good
to see you too mate, happy to be here.
Yeah and how pumped are you about these Warriors making the finals?
Oh what a time to be a Warriors fan. You know it almost doesn't even matter from here what happened, it's been a huge season. It was the most wins we've ever had in a season. But also just the fan collective of selling out every game for I think it's three years in a row now is incredible.
Shit, might have to fact check that one. Is that right? Three years? Yeah, there's definitely two.
Okay, three years, definitely two.
Oh, he loves the Warriors. What got you into the Warriors?
So I've always been into league, always been into the Warriors and growing up, the family was a little bit split on the league side and the union side, but I used to have an uncle, Uncle Craig, who wouldn't come to a family event if the Warriors were on. I was like, this is cool, man. He doesn't get to come to the family events. He can go to the Warriors instead. So yeah, I've leaned into it from there. My cousin, actually, he used to play against Nathan Cleary back in the day when he was here. So obviously that was grades before Nathan was what he was. Yeah, played league coming up and then used to watch a bit of league in Union and sort of fell out of Union and leant really hard into league with the
I guess like the fan experience I really enjoy. NRL Fantasy, the sort of game, is real fun as well. It becomes real competitive with friends and then you sort of lean into watching every single game and become super obsessed.
Do you reckon it ruins the games because you're then thinking, oh, I needed him to score, but he dropped the ball.
It's a hard thing when they're playing against the Warriors because you want them to drop the ball across the line, but also you're like, man, it's seven points.
Yeah. We'll get into pies very soon, but two very quick questions. One, we're recording this prior to the first round of the finals. Do you think that game should have been at Eden Park?
Yeah, big call. I think it should. I want everyone to be able to come. I know our record at Eden Park is not very good, but also how many times we finished in the top two. I like the idea that, and actually I was hanging out with Retro Rugby League. His name's Tim. He does like jersey content in Australia and he goes to heaps of NRL games. And I was talking to him about it. And the first thing he said is how welcome he felt when he came to the stadium. Every single person said to him, welcome, enjoy. And I'd like to pass that on that anyone can come.
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Chapters
5 chapters
1
What is the episode’s intro and sponsor message?
0:00–3:17
2
How does Darren describe the scale of Ashby Pies sales and his connection to the Warriors?
3:17–15:19
3
What impact did COVID‑19 have on the business and how did it trigger the pivot to selling only pies?
15:19–39:41
4
How did Darren use social media content to drive pie sales and build a brand?
39:41–53:44
5
What pricing strategy does Ashby Pies use to justify higher‑priced pies?
53:44–1:05:08
Speakers
1 identifiedMore from Keep The Change
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