Last month, Flake Pie Co. won the title of The Perfect Pitch at the Fast Casual Executive Summit. The contest served as a platform for up-and-coming restaurants to market their brand to attendees, vendors, and investors.
After a global application, Flake Pie Co. was one of five global finalists selected to present at the Summit along with other fast casual brands. Rick Timmons and Todd Smith, the co-founders of Flake Pie Co., presented their brand to Summit guests and an advisory panel of past winners and fast casual critics.
The Utah-based company was founded in 2020 and offers personal-sized pies in a variety of flavors. They have tackled the challenge of picking a pie flavor that the whole family will enjoy, by making it possible for each person to select their own pie flavor.
Flake offers flavors like Greatest Dough on Earth—a delicious cookie dough pie topped with Biscoff and whipped cream, and Life’s a Peach—a peach pie with maple drizzle. They also have multiple seasonal flavors, hand pies, and savory options.
“During the pandemic, people ate a ton of desserts,” Smith said. “It was comforting to them. One benefit of desserts is that people are almost immune to pricing. They’re willing to pay a little bit more to treat themselves.
“We’re both from the Midwest where pies are a part of life. They’re not as big of a thing in Salt Lake, so it’s been a little bit of an education for people, gravitating from the big $10 Costco monster (pies) to personal sized pies. We think it travels great.”
Flake Pie Co. has two storefronts in Utah, located in South Jordan and Saint George, with local delivery options.