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This week, pies, pastries, sandwiches, artisan breads and cakes under the popular Ferg brand went on sale for the first time in Fergbaker.
The opening in the premises next to Fergburger in Shotover St came after about five months' renovation.
Customers can choose from a baker's dozen selection of freshly made pies made from locally sourced meats and ingredients, ranging from the prime rump steak and cheese to gourmet delights such as wild Fiordland deer and Portobello mushroom with caramelised onion.
Fergbaker retail manager Vicki Onions said the sandwiches ranged from traditional ham and Swiss cheese baguettes to the more adventurous pulled pork with chipotle chilli and coleslaw on Vienna bread.
The outlet also offers fresh-baked bread, from crusty baguettes, rye, ciabatta and pain de campagne to garlic cheese fougasse and Ferg sourdough.
Sweets include the "secret-recipe" blueberry pie, apple pie and pecan pie served warm with ice cream and cream, or whole dessert pies, including flan and Ferg's lemon meringue pie.
Tarts, brownies, cookies and slices accompany favourites carrot cake, white chocolate and raspberry cheesecake and eclairs. Winter specialties include delicious hot chillis and chowders served in a sourdough bread bowl to take away.
The menu was designed to appeal to a wide variety of tastes and budgets, and offer honest inviting options, Mrs Onions said.
The menu, "from design concept to final product presentation, is a reflection of, and credit to, the eclectic team of talented bakers and staff working in the bakery".
"The 'Ferg loves you' philosophy of exceptional customer service, food quality and overall dining experience is instilled here too."
Asked why the business chose to establish Fergbaker, Mrs Onions said it was "a challenge and a project to bring another really good eatery to Queenstown".
Fergburger was approached virtually every week to franchise the brand around the world, but it always declined.
Trading hours will be from 7:30am to 5am daily. Opening celebrations will be held this weekend, where one lucky winner will be given a year's supply of Fergbaker pies.
The Fergbaker website, featuring the bakery menu and pricing, will be launched later in the year.