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What happens when a neighborhood hardware store starts selling fresh pies? For shoppers scrolling TikTok this winter, the answer arrived in viral videos that turned an unlikely product into a local phenomenon — and raised questions about how small retailers can use food to pull customers inside. The story matters because it shows how a grassroots food maker and independent Ace Hardware outlets have tapped social media to drive demand beyond their usual tool-and-nails customer base.
UCLA student Brad Brady kicked off the online buzz after posting a short review of pies sold at some Ace Hardware locations. His clip — part taste test, part surprised discovery — drew millions of views and prompted others to post their own reactions. What began as a lighthearted find has since highlighted a simple retail tactic: unique, local merchandise can become a marketing engine when amplified by social platforms.
How the pairing started
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The pies come from a small family business near Ripon, California, and first turned up in a nearby Ace store because the owner decided to stock a locally made product. That kind of local merchandising is easy to do in Ace’s cooperative model, where individual shops can choose items that fit their customers.
Managers at the Ripon store say customers embraced the pies quickly, and owners shared the idea with other franchisees. The result: pastry counters have appeared in select Ace locations across parts of California and Nevada.
Which flavors people are talking about
Brady sampled multiple varieties and has posted follow-up videos as he tried more flavors. Reactions have been mixed but enthusiastic overall, with favorites and misses among the lineup.
- Strawberry-rhubarb — Widely praised for balanced tartness and a pudding-like filling when hot; one of the most talked-about flavors.
- Caramel apple — Described as nostalgic and sweet; some reviewers found it rich in a way that reminded them of old-fashioned candy.
- Boysenberry — Well received by several tasters.
- Apricot — A popular choice; bright and fruity.
- Peach — Some found it “light on peach” compared with expectations.
- Blueberry — Ranked lower by a few reviewers, though personal taste for blueberries factored into opinions.
- Other flavors — The maker lists about 15 varieties overall, leaving plenty for future taste tests.
Price has been cited at roughly $18.99 per pie in some posts, making them a modest impulse buy for shoppers who spot them while picking up paint or a replacement bulb.
Where to find one
These pies are not nationwide. Availability is concentrated in California and Nevada stores that opt to carry the product, and The Pie Company also places pies in local fruit stands and some groceries in the region. The pie maker maintains an online location tracker for shoppers wanting to find the nearest seller.
Why food works in a hardware store
The combination of practical shopping and ready-to-eat items creates an unusual but effective crossover: customers come for a tool and leave with dessert. For independent shops, stocking a beloved local item can build goodwill, increase foot traffic and generate free publicity — especially if social media picks it up.
That dynamic isn’t just a novelty. Retailers increasingly look for experiences that surprise customers. A small-batch pie sitting by the register accomplishes something standard displays rarely do: it starts conversations, invites impulse purchases and becomes content people share online.
Taste test: an outsider’s view
I was sent two pies for evaluation: strawberry-rhubarb and apricot. Baking filled the kitchen with a warm, fruity aroma; the oven transformed the filling into a bubbling, glossy mass that looked as tempting as it smelled.
The strawberry-rhubarb struck a lively balance between tart and sweet, the kind of flavor that perks up with a scoop of vanilla ice cream. A buttery, sugared crust delivered a satisfying crunch. The apricot pie offered a sunier, jammy profile — pleasant and straightforward.
Would I buy one if they were sold nearby? Yes. They’re not gourmet in the artisan sense, but they are reliably comforting, and that’s exactly why people are sharing videos of them on TikTok.
Quick takeaways
- Not all Ace locations carry these pies. Check the pie maker’s store locator before you go.
- Expect regional availability; this is primarily a California–Nevada phenomenon so far.
- Social media can turn a small local product into a wider trend almost overnight.
- If you see one while buying paint or a lightbulb, it might be worth grabbing — especially if you like classic fruit pies.
The story underlines a simple shift in modern retail: unusual pairings — tools and pies — can create memorable moments for customers and free publicity for independent stores. For shoppers, it’s an easy win; for store owners, it’s a reminder that small experiments can yield surprisingly large returns when the internet gets involved.
