On a chilly Sunday morning with temperatures hovering at 6 degrees Celsius, an unusual scene unfolds in front of the Ballarat café, Naomi and I. A long queue of eager customers stretches down the street, all waiting for a taste of the now-famous raspberry goldfields cookie pie. This phenomenon, more typical of Melbourne’s bustling food scene, has taken regional Victoria by storm.
The creator of this viral sensation is Erika Browne, a talented baker whose raspberry goldfields cookie pie clinched the top prize 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 shares. “After I won, it’s been crazy, it’s been madness. I can’t even believe it.”
The Rise of Mrs. Browne Bakes
Operating under the name Mrs. Browne Bakes, Erika crafts her delectable goods in a council-approved home kitchen. Her creations are sold through Naomi and I, as well as at local farmers’ markets. The raspberry goldfields cookie pie, in particular, has become a runaway success, with restocks at the café selling out almost instantly.
“Yesterday, I delivered about 250 and they sold the lot in less than an hour,” Ms. Browne reports. Social media has played a significant role in the pie’s popularity, drawing customers from Melbourne, Geelong, and Bendigo. The demand has grown so intense that Ms. Browne had to clarify online 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 says.
A Sweet Journey from the Philippines to Ballarat
Erika Browne’s journey to becoming a celebrated baker is as compelling as her creations. Originally from the Philippines, she moved to Ballarat with her family in 2006. “I was 17 at the time and I didn’t know how to cook or bake,” she recalls. Her passion for baking ignited after tasting her aunt’s sticky date pudding during a Christmas celebration.
In 2016, armed with a degree in food science and nutrition, Erika launched Mrs. Browne Bakes. Despite initial setbacks, including a rejection from a café, she persevered. “I’m a food scientist and I love experimenting with different flavours,” she explains, noting her interest in blending diverse culinary influences, including Filipino flavors, though the cookie pie itself is a homage to Ballarat’s heritage.
The pie features local ingredients such as Sovereign Hill raspberry drops and a sprinkle of gold, symbolizing Ballarat’s gold rush history, along with a generous amount of chocolate.
The Impact of Social Media and FOMO Culture
The phenomenon of queuing for food is relatively new to regional Victoria but is a familiar trend in Melbourne, according to “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,” she adds.
With over 370,000 followers on TikTok, Ms. Wu emphasizes the importance of personal connections between consumers and 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 notes.
A Viral Success Story
In just three weeks, Erika Browne has sold over 4,000 cookie pies, with Fraser Wyley, owner of Naomi and I, witnessing unprecedented demand. “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 remarks.
“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 was fortunate enough to secure some pies for 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 so lucky. Jake Weightman has attempted to purchase a pie on four occasions, only to be thwarted by the long lines. “I’ve seen some very long lines, but I can’t wait that long. I have to get to work,” he laments.
The cookie pie craze in Ballarat is a testament to the power of social media and the allure of unique culinary creations. As the demand shows no signs of waning, Erika Browne’s story continues to inspire both bakers and food enthusiasts alike.
