Home' Convenience and Impulse Retailing : April May 2014 Contents April / May 2014 | C&I | www.c-store.com.au
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ARM0608 Fountain_smartSQUEEZE_C&I.indd 1
25/02/14 2:37 PM
VILIMILISITIS ESCAPED THE HUNGARIAN
REVOLUTION WITH HIS FAMILY IN 1956
and set out for Australia.
At 14 years of age Vili left school to become
an apprentice pastry chef. These days he’s
regarded as Australia’s King of pies. Vili started
a revolution with words like “A meat pie
should only contain meat”.
“It must be fresh”
became another Vili
philosophy, so he used 100%
beef, onions and rich beef grav y. The
revolution continued and Vili perfected his
now legendar y flaky pastry – much lighter
than normal pie casings, but strong enough
to hold the meat filling without spilling.
... to ensure customers would
get a genuine Vili's pie or pastry
a "V " is stamped on the bottom
of every Vili's product
At just 18 years of age Vili started a tiny bakery
business, the par tnership bet ween Vili and his wife
Rosemar y has now been trading since 1968.
Vili started to put his philosophy into practice
with long hours of work, experimentation and
passion. Vili event ually decided to put his name on
ever y product he baked, ensuring fans they were
indeed getting a genuine Vili’s product. To ensure
customers would get a genuine Vili’s pie or pasty a
“ V ” is stamped on the bottom of every Vili’s product.
Brenton Field (Vili’s National Sales Manager) told
C&I “Vili’s products contain no meat substitutes
or T VP (textured vegetable protein),” “ We use
only 100% premium Australian lean beef, which
is diced on site in our HACCP approved meat
processing facility. This gives us ultimate control
and guarantees that only the best cuts of beef go
into Vili’s products and we never add preser vatives.
“ Vegetables are peeled by hand, spices are
added by hand and anything that doesn’t
match Vili’s exacting standards is rejected. “
“Customers at convenience stores want value.
That’s for sure,” said Mr Field. “But they also
want quality, texture and flavour. Customers
are becoming more educated about what
they put in their mouths and have made is
very clear that they are happy to pay a few
cents more for a premium product.
“ T he retailers that stock Vili’s are finding that
our range of pies and pasties brings repeat
business. It’s happening not just in Australia,
but in our expor t markets as well. We now
have the Japanese eating pies - they love beef,
steak and mushroom and curr y chicken. The
Germans like the gamey flavour of our Kangaroo
pies and the soccer fans at Twickenham go
through 30,000 of our cocktail pies ever y time
they have a game. Korea, Singapore, Hong
Kong, Vietnam, Thailand and Cambodia
are eating half a million Vili’s pies a year.
“ T hese are demanding markets with demanding
customers, where people are ver y food-aware
and quality is ever ything,” Mr Field said.
Brenton Field says that ranging Vili’s pies at any
convenience or impulse store will definitely
increase pie sales, both in units and dollar value.
“Customers definitely come back again and again
and it is very important to stock a good range of
Gourmet flavours to provide some variety and room
for customers to experiment. But retailers have
to do the right thing by the pie. Normal hygiene
practices goes without saying. The products need
to be kept with a core temperature of 70 degrees
and discarded after six hours. With sensible
management, there should be ver y little wastage.”
Vili's personal guarantee of quality
goes with all his products.
As Mr Field says, “ Stocking a quality Vili’s pie
is the best shortcut to building your pie sales.”
... retailers that stock Vili's
are finding that the range brings
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