On a chilly Sunday morning with temperatures at just 6 degrees Celsius, an unusual scene unfolds in front of the Ballarat café, Naomi and I. A queue reminiscent of Melbourne’s bustling food culture has formed, all for a taste of the viral raspberry goldfields cookie pie. This sweet sensation has captivated the taste buds of regional Victoria, sparking a frenzy among dessert enthusiasts.
The mastermind behind this culinary craze is Erika Browne, whose creation clinched the title at the 2025 Ballarat Best Pie competition. “I decided to enter the pie competition… not thinking that there was even the slightest chance of winning it,” Ms. Browne admits. “After I won, it’s been crazy, it’s been madness. I can’t even believe it.”
From Humble Beginnings to Viral Success
Operating under the name Mrs Browne Bakes, Erika crafts her delectable goods in a council-approved home kitchen. Her pies are sold through the local café Naomi and I, as well as at farmers’ markets. The demand is so high that the café restocks the pies twice daily, only for them to sell out almost immediately.
“Yesterday, I delivered about 250 and they sold the lot in less than an hour,” Ms. Browne reveals.
Social media has played a pivotal role in the pie’s popularity, drawing customers from Melbourne, Geelong, and Bendigo. The frenzy has even led Ms. Browne to issue online notices, clarifying that she cannot sell pies directly from her home or car. “When my workers deliver to Naomi and I, sometimes people will park beside them and try and buy cookies directly from the car boot,” she explains.
A Journey from the Philippines to Ballarat
Ms. Browne’s story is one of resilience and passion. Having moved to Ballarat from the Philippines in 2006, she initially had no cooking or baking skills. However, a taste of her aunt’s sticky date pudding ignited her culinary journey. By 2016, she had established Mrs Browne Bakes, leveraging her degree in food science and nutrition despite initial setbacks.
“I’m a food scientist and I love experimenting with different flavors,” she says. “I like getting ideas from different cuisines and also, coming from the Philippines, I also like introducing Filipino flavors to Ballarat.”
Her award-winning cookie pie, however, remains a tribute to local ingredients, featuring Sovereign Hill raspberry drops and a sprinkle of gold to echo Ballarat’s rich history as a gold town. And, of course, it contains plenty of chocolate.
The Impact of Social Media and FOMO Culture
The phenomenon of queuing for food may be new to regional Victoria, but it’s a familiar trend to Melbourne-based “foodie content creator” Ailene Wu. “When I see something going viral, I’m like: ‘Oh my God, I want to try it because everyone’s talking about it,'” Ms. Wu says.
“[Queuing] has almost become part of the experience because there’s a social media trend, and then people get FOMO [fear of missing out] when they see that long line, and they instinctively want to know more about it.”
With over 370,000 followers on TikTok, Ms. Wu notes that consumers are increasingly drawn to personal stories behind businesses. “There’s more of a drive for … content [that focuses] on the employees or the story behind the businesses, which I think really links well with the whole cookie pie that came out from Ballarat,” she adds.
Unprecedented Demand and Community Response
In just three weeks, Ms. Browne has sold over 4,000 cookie pies, a testament to their popularity. Fraser Wyley, owner of Naomi and I, expresses his amazement at the daily queues. “We have had the biggest queues waiting for this beautiful pie every single day, and it is selling out in sometimes 20 minutes,” Mr. Wyley observes.
“There can be anywhere from 50 to 60 people [in line] at any given time. I don’t think anyone was expecting it — it’s beautiful and amazing.”
Local resident Kylie Moxon managed to secure some pies before they sold out, planning to surprise a friend in Torquay. “I’m delivering the pies today to my friend in Torquay,” she says. “I missed out a couple of days this week, but I finally got them today, so it’s going to be a big surprise.”
However, not everyone has been as fortunate. Jake Weightman, who has attempted to purchase the pie on multiple occasions, laments his lack of success. “I’ve seen some very long lines, but I can’t wait that long. I have to get to work,” he says.
The cookie pie craze in Ballarat is a testament to the power of social media and the allure of a well-crafted story. As the demand continues to soar, Ms. Browne’s creation not only highlights the evolving food culture in regional Victoria but also underscores the universal appeal of a delicious, locally-inspired treat.
