Beefy’s is converting a cultural moment into commercial momentum, leaning into Australia’s ‘Peak Pie Season’ during the AFL and NRL finals and a cost-of-living shift to at-home viewing.
Among AFL and NRL fans, pies are deeply embedded in the ritual with more than half listing them as their game-day go-to, giving Beefy’s a clear platform to productise the moment and drive sales. Off the back of last year’s finals period, Beefy’s saw a 25 per cent sales uplift (more than 27,000 extra pies sold in just over three weeks), prompting the launch of a value-led $40 Footy Feed Pack and dialling up production to meet demand.
The strategy is anchored in a simple insight: Australians eat around 270 million pies annually, with demand reliably peaking as finals fever hits—a ritual now amplified by budget-conscious fans “swapping the pub for the lounge.” With takeaway meals averaging $87 and pub visits softening, at-home entertaining is becoming the default finals format, and pies are back at the centre of the table.
Beefy’s response is a practical, price-pointed product paired with flexible distribution. The $40 Footy Feed Pack includes four pies, two large chips, two gravies and four 600ml Coca-Cola varieties, designed to feed a footy-loving family or crew for just $10 a head. It’s available hot or cold (heat-at-home) in-store, with reach extended via Uber Eats, DoorDash and Menulog in participating locations, built for the realities of the living-room watch party.
Operationally, Beefy’s has lifted capacity for the short, high-demand window that finals create, the same window that delivered last year’s double-digit surge, while continuing its network expansion. Its third Brisbane store at Morayfield recently opened, strengthening coverage across South East Queensland and Northern NSW, with further growth milestones ahead, including its second Gold Coast store in Oxenford in late October.
FY25 momentum included 1.3 million pies sold, $21.2 million in underlying revenue and 16.6 per cent network sales growth.
“Finals are all about shared moments and pies are the great equaliser,” says Beefy’s brand manager Taylor Sneddon.
“With ‘Peak Pie Season’ upon us, we’re ramping up production to meet demand and make sure no footy fan goes hungry…certainly not on our watch!”
Beefy’s is a Queensland-born pie institution known for its signature steak pie, creative toppers (such as mushy peas, gravy and bacon bits), and coeliac Australia-endorsed glutenfree range. The mouth-watering range serves tradies, families and food lovers across SEQ and Northern NSW, complemented by award-winning coffee.
