How Dazza’s Cooked Became One of NZ’s Biggest Food Creators

Darren from Ashby Pies and the man behind Darren joins The Puzzle Factory for one of the most Kiwi episodes we’ve done yet.From growing up in West Auckland and working in some of New Zealand and Australia’s top restaurants, to building Ashby Pies into one of Auckland’s most talked about food spots through social media, Darren breaks down the reality of hospitality, content creation, branding, and why pies mean so much to Kiwis.We get into:• The rise of Dazzas Cooked• Building Ashby Pies from scratch during COVID• Why hospitality is brutally hard right now• Social media and business growth• Warriors culture and working with One NZ• Fine dining vs bakery culture• Why NZ bakeries are elite• The economics of pies and food businesses• Growing a personal brand online• Content creation, virality, and modern marketing• Running businesses through lockdowns• Kiwi food nostalgia and pie culture• What actually makes a great pieThis episode is packed with laughs, food chat, business lessons, Warriors yarns, and some genuinely great insight into what it takes to build a modern Kiwi brand.Powered by NZ Trade Group.