Pinjarra Bakery has built its strong brand reputation as a family business by embedding itself in local community.

“It’s so engrained in what we are as a business and a lot of it is quite organic,” says Jodie Pantaleo, CEO of the second-generation bakery chain in Perth. 

“We grew up in Pinjarra, we went to school there, it was a huge part of our lives. Helping friends and people you know wasn’t something we thought about, we just did it.

“We have a can-do attitude and we’re happy to support the community through donations and sponsorships. Of course we look for brand alignment in choosing who to support,” she says.

“We love to encourage local stores to get involved. At Pinjarra Bakery we firmly believe in extending our hand to community members in need- and if a loyal customer reaches out, we like to support them,” she says.

Her brother Daniel, who leads tech and franchise management at the family business, explains that with a 27-year history in the area, “everyone knows Pinjarra Bakery”. 

Pinjarra Bakery embracing community spirit

As the business grows its network into new territories, embracing the community spirit will be essential.

“It’s a key strategy for franchisees, that they dig in and get involved in community, through sporting clubs and local charities,” Dan says.

Getting to know customers, embracing community events, finding opportunities to build brand awareness and rapport with locals are crucial.

Jodie says, “The difference between good franchisees and franchisees  who excel, is their willingness to jump in and build strong relationships- that energy comes back multiplied.”

One of the most rewarding initiatives was created during Covid, explains Daniel.

“We launched Random Acts of Kindness, inviting the community to nominate individuals or businesses deserving of a special treat. We then prepared and delivered food packs filled with our pies, cakes, and bread right to their doorstep.”

Jodie says it’s an idea that might evolve into a fresh initiative in the future.

“It was about celebrating local heroes and we had some amazing community heroes throughout that period,” she says.

Expect to see even more community collaboration in 2025 as Pinjarra goes back to basics.

“We want to hone in on some cool collaborations and new opportunities,” Jodie says.

Campaigns and collaboration

“We’ve built donation campaigns around popular products – for instance our 4-pack of lamingtons sold at a special promo price, with all proceeds going to The Biggest Morning Tea cancer research.

“We love incorporating our products into the mix because it creates a sense of connection, making customers feel valued and engaged.”

Pinjarra Bakery has initiated some exciting collaborations, taking the brand into fresh territory and embracing its community spirit. Recently, it launched a limited edition Chunky Chilli Cheese pie, in collaboration with a local hot-sauce maker. 

“We’re passionate about collaborating with like-minded individuals and businesses who share our excitement,” Jodie explains.

“Our goal is to create standout products that customers can’t wait to try. While bringing these collaborations to life can be challenging, the payoff is always worth it when they turn into a huge success. Sharing these stories online not only celebrates the partnerships but also draws in more people from our community.

“Social media is everything — it’s how we stay connected,” Jodie adds. “We religiously post two to three times a week to our social channels, and publish a weekly newsletter to our database of over 30,000 people, keeping Pinjarra Bakery top of mind and part of their daily lives.”

The team is brimming with ideas, including showcasing Pinjarra as the ultimate ‘pie town’ destination for road trippers. Recently, the team collaborated with local artist ‘Zendoke’ to create a fresh line of merchandise — featuring t-shirts, caps, and eskies — designed for both staff and customers to enjoy.

Rewarding customer loyalty

Pinjarra Bakery ensures everyone gets to hear about exciting developments with consistent messaging in the newsletter and across social media, encouraging customers to take action and ask about new products.

And for regulars and loyal supporters, there is an added incentive – loyalty points.

Customers earn a point for every dollar they spend and accumulated points unlock vouchers and promos, such as a free coffee or family pie.

This generous loyalty program has been a “gamechanger” says Dan.

“It’s a great opportunity to reward customers who support us. We want them to know we appreciate and value their loyalty.”

Loyal customers are core to the stores, whether they are a road-trip pit stop, a celebration spot for families, or a well-earned lunch break favourite in industrial areas.

No matter where the location, a Pinjarra Bakery builds bonds with the local community.

“Each store is a place where people come together to relax, soak in the atmosphere, and share moments of joy,” says Jodie. “Pinjarra Bakery is more than just a bakery — it’s a trusted part of the community. It’s a simple formula: do it well, and it just works.”