Bakery Launches New $50 Crayfish Pie, Sparks National Buzz

A small bakery in Hanmer Springs has captured national attention with the introduction of what is likely New Zealand’s most expensive pie. Priced at $50 each, the crayfish pie from PJ’s Pies has generated significant buzz, particularly after a viral TikTok video showcased a customer’s astonished reaction to the price. Co-owner Kate Bratschi confirmed the cost in the video, stating, “Yeah, $50 for a crayfish pie, you heard it right.”

The video further highlighted the preparation process, showing crayfish being sourced from Kaikōura and prepared under strict guidelines from the Ministry of Primary Industries. While the price may raise eyebrows, Bratschi noted that many customers express surprise, often gasping or exclaiming, “What?” when they hear the price. “Crayfish is an expensive commodity, and look, we don’t make anything out of it,” she told Stuff.

Ingredients and Culinary Expertise

PJ’s Pies prides itself on using premium ingredients from North Canterbury and drawing on Swiss culinary traditions. Both Kate and her husband, Jim Bratschi, have extensive backgrounds in high-end dining, with Kate being a former chef at a Michelin-starred restaurant. The crayfish pie features rich cray meat topped with a triple-strained crayfish sauce, complemented by a “whole bottle of cognac,” white wine from the Waipara Valley, and cream. This indulgent filling is layered with mashed potato and leek atop a flaky pastry base, according to the bakery.

Despite the hefty price tag, demand for the pies has remained strong. When asked about recent sales, Bratschi remarked that they sell “s…loads,” before apologising for her language. The limited-edition pies were first introduced during the King’s Birthday weekend in March 2024. “It was only meant to be for that weekend, and it just took off. It just went viral,” she explained.

Food Safety and Customer Experience

Due to food safety regulations, the pies are prepared in small batches to mitigate cross-contamination risks associated with crustaceans. “We cannot have it in the hot cabinet, therefore we bake them separately,” Bratschi elaborated. Customers have the option to pre-order the pies or wait around 45 minutes for a fresh bake. Some have even traveled specifically to indulge in the experience.

Bratschi recounted a story of a couple from Christchurch who purchased two pies, enjoyed them so much they returned for an additional four cold ones. Their total bill reached $300, which Bratschi believes sets a national record for pie purchases in New Zealand. “Oh, yes, I believe so,” she responded when asked if it was the most expensive pie in the country.

PJ’s Pies employs about 10 people, and Bratschi expressed pride in her team. “We’re only small, but our staff consists of people in their trades, so we have chefs, bakers, and baristas for the shop,” she noted. Ironically, the chef responsible for creating this viral dish has never tasted it herself due to an allergy. “I’m allergic,” she admitted.

As PJ’s Pies continues to gain recognition for its extravagant offering, it showcases the unique blend of culinary expertise and innovative marketing that has captivated pie enthusiasts across New Zealand.