Award-winning meat pies are at the heart of the Pinjarra Bakery, a family-owned business that has treated locals to its baked delights for 27 years.

Whether it’s the classic, richly-flavoured chunky beef pie or the delectable flaky layers of a vanilla slice, Pinjarra Bakery serves up the baked goods that customers know and love.

The bakery takes its name from the small town one hour south of Perth where Larry and Narda Pantaleo ran a fish and chip shop and then the local deli. In 1996 Pinjarra Bakery started out as a pop-up selling baked goods.

Now, siblings Jodie, Daniel and Paul are taking the reins as the business enters an exciting new chapter. Jodie leads marketing and communications, Daniel oversees tech and franchise management, and Paul heads up bakery production.

“We were born into the family business. I’m the eldest, and it was such a big part of our life, we didn’t know any different. I’m still hyper-focused on the customer aspect; I love serving and staying connected,” says Jodie.

Pinjarra Bakery serves award-winning pies

“Dad is so entrepreneurial and driven to try new things. He’s not a baker by trade just a hard worker – both our parents are,” she says. “When he ran the deli he saw a new opportunity. He hired a talented baker and and they started producing a core range of pies, cakes and all the fan favourites as a pop-up business within the deli.”

The baked goods were so popular it wasn’t long before the bakery scooped up local and national awards for its specialty wares.

With success came expansion and, within a few years, a flagship store with a bakehouse attached. The bakehouse supplies all the products for the existing four bakeries, keeping food prep in-store to a minimum.

Jodie says, “Dad took a risk expanding the business. Everyone thought he was crazy building a big bakery in a small town, but he had an unwavering vision.”

Daniel says Larry and Narda remain involved and passionate about the business today, and the next generation shares a similar vision and goals.

A vision for the business

“Mum and Dad eventually want to step back, and we want to step up and challenge ourselves,” he says. “The bakehouse was built to service two stores; now it has become a mini factory but hit capacity a while ago. So, we’ve built an amazing new bakehouse closer to Perth, which is more central, with plans to expand and grow throughout the region,” he says.

“Dad was always keen to franchise the business, and now we are ready. We have the systems and processes; we are confident running retail stores. It’s not a traditional bakery, so there are no 3 a.m. starts. It’s a simple-to-run model, and we love mentoring and supporting budding entrepreneurs on their business journey,” says Daniel.

Jodie says the Pantaleos are experienced at juggling family and business needs, which is a real advantage for incoming franchisees.

“This business has evolved to allow us the flexibility of a balanced lifestyle. We have all the innovation and infrastructure in place; we don’t need to be at the stores every minute of the day to stay connected. The business model we have created is appealing for franchisees, particularly for young families,” she says.

Running a bakery is not just about selling tasty pies. At the core, it’s delivering a standout service and experience to the broad customer demographic—everyone from the all-important tradie to the road-tripping family enjoying a pit stop. It’s about building rapport and connection with customers; from what coffee they drink to their favourite pie.

Coffee and pastries that spark joy

Pinjarra Bakery stores are open from 6am on weekdays. After freshly baked goods are delivered, salad rolls and wraps are prepped for the day, displays are perfected, and the coffee machine cranks.

“Everyone loves their morning coffee,” Daniel says. “Pies in the oven, cakes overflowing in the display, and that delicious pastry smell.”

Pinjarra Bakery leans into the nostalgia of iconic Aussie fare, says Jodie.

“Over the past 27 years, we have positioned ourselves as an authority in this space. We see ourselves as a go-to destination for hungry Aussies searching for the best pies in town,” says Jodie.

“Our true line is that Pinjarra Bakery has the best pies. We are known for that; our marketing and messaging revolve around this idea of the meat pie as the ‘holy grail’, which is very much embedded in Aussie culture.

“Everyone can recall a family road trip involving a country bakery, meat pie, and vanilla slice! This is the emotive experience we want to tap into, sparking joy and making memories. We want customers leaving with a smile- hearts and bellies full,” she says.