Because (amongst other things) the Fridge is pie heaven, hidden behind a modest facade in Kingsland. While they've DEFINITELY got the best pies in Auckland (possibly New Zealand) there's a whole lot else besides. As a regular eater and drinker in there for the past 5 years or so there's a wide range of interesting lunch and breakfast treats, both from the counter and from the kitchen. I don't think it's much of a hidden secret anymore however, the Fridge has expanded it's size and scale along with it's clientele. And they deserve the business they've got.
The Fridge is a favourite of mine. They have a really large selection of beautifully made cabinet food and menu you can order from the kitchen. Their sandwiches and pies are more expensive than your usual deli, but worth every cent. If you been to their sister cafe, The Food Room in Ponsonby, you'll know the deal.