May 19, 2020

4Fingers Cripsy Chicken: A mainstay in Australia?

4Fingers Crispy Chicken
Australian fast food industry
Olivia Minnock
6 min
4Fingers Cripsy Chicken: A mainstay in Australia?

Steen Puggaard describes himself as a veteran in the food and beverage industry, a bold claim backed up by no less than 20 years of experience.

He has held senior roles in marketing and management across Europe and Asia Pacific, including at McDonald’s and Burger King as well as Michelin-starred Les Amis. In his current role as CEO of Singapore-born franchise 4Fingers Crispy Chicken, he blends this knowledge to create a fast-casual dining experience that’s about just that: the experience. “I’ve been lucky to work in traditional fast food as well as in the fine-dining end of the category,” says Puggaard, “and I’ve tried to cherry-pick the best of both worlds.”

4Fingers is a fast food chain that sees itself in a different league to McDonald’s or Burger King – though the franchise’s website does allude to taking on a certain Colonel. For Puggaard, 4Fingers is “disruptive”: it focuses on unique branding and customer experience – from music to interior design – and a healthy, sustainable, freshly prepared product that’s a far cry from a deflated drive-thru burger and fries.

Read the November edition of Business Review Australia magazine

According to IBIS, the Australian fast food industry is worth $19bn and it grew by 3.9% from 2012-17. It currently employs 153,332 people across 24,893 businesses in the country. Though tapping into this well-established industry as a new brand may be daunting, Puggaard insists it is an opportunity rather than a challenge. “As a young and relatively new brand, we can shape ourselves to match current trends and consumer demands, staying relevant and competitive. This is especially true in a market so saturated with established food chain. People are not looking for another cookie-cutter fried chicken joint.” IBIS also stated revenue for the coming year would be driven by “rising prices as demand for premium products increases”. As such, Puggaard’s confidence in his quality, higher price brand is not unfounded for its Australian future.

Indeed, Wiley reported in a 2016 survey of Australian consumers that key food industry trends are focused on health and well-being along with sustainable consumption. It was also found that healthier options for convenience meals, as well as more choice, such as gluten-free options and a range of vegetables, are in increasing demand. Consumers were said to be increasingly spontaneous in their eating habits, ditching the weekly shop to buy fresh ingredients multiple times a week, and to experiment with flavours and recipes from across the globe. Wiley concluded that “the food industry in 2016 will revolve around trends of convenience, sustainability and consumer preference” with “a continued rise in easy meals, fresh products and healthier options”. 4Fingers is a clear extension of the needs and high expectations Australians have for the fast-casual dining industry.

Aside from a quality product and careful branding, the 4Fingers CEO has much more to offer. From 2013-2017 in Singapore alone, Puggaard has taken the chain from a turnover of US$1.4mn to US$30mn. He puts this down to thinking like a corporation but acting like a startup. “It’s about structuring the business strategically to meet long-term goals, with the added energy, passion, and fearlessness that you can often find in start-ups. I have an amazing team of professionals who have joined 4FINGERS because of our small size, not in spite of it.” Puggaard continues: “We’re always looking at new ways to meet our customers’ demands, and to capture and defend the market share, never staying comfortable for long.” He feels expansion into Australia has been a “calculated step” which will help the company align its brand and food to a western market, with hopes the franchise will spread further overseas to the US and UK markets.

Fresh, made-to order chicken is hand-brushed with the customer’s choice of sauce, and 4Fingers uses traditional recipes while borrowing ‘promiscuously’ from a mix of Asian cuisines. For example, the katsu Chicken sandwich combines mantou buns (a traditional steamed bun popular in Northern China) with kimslaw, 4Finger’s own take on Korean kimchi. Another USP for 4Fingers is its atmosphere: the vibrant, ‘underground’ setting of each store features graffiti from Singaporean street artist Samantha Lo.

Since opening as a single store in Singapore in 2009, the 4Fingers Crispy Chicken franchise has spread to Malaysia, Indonesia, and this year to Australia. There are now 21 outlets in total: 12 in Singapore, four in Malaysia, two in Indonesia, and three in Australia which opened over the course of a few weeks in June this year. Two stores have been opened in Melbourne and one in Brisbane, and Puggaard sees this as the beginning of overseas expansion into ‘mature western markets’.

Although Puggaard insists that “rather than seeing other brands as competitors, we see it as a movement with like-minded brands”. 4Fingers will still have to account for established chains, with the usual players topping Australia’s favourite franchise list: McDonald’s remains the most popular outlet, with one third of Australians patronising its 900+ stores, followed by KFC and Subway.

Though 4Fingers is a franchise and its menus remain similar across Asia Pacific, it is aware of the need to vary what it offers each nation. In Australia, it is doing this by embracing local brands such as Capi sodas. Chicken for the existing stores is sourced from Hazeldene’s farm, a family-owned business in Bendigo, Victoria, which produces free-range, RSPCA-approved poultry. An extra element is added to the Australian stores in the form of beer from Once Bitter Craft Ales for Melbourne and Fortitude Valley Ales for Brisbane, making this Singaporean brand something Australians can call their own. In Singapore, Malaysia and Indonesia, this effect was achieved by obtaining Halal certification for the multitude of Muslim customers.

On top of this, the ‘farm-to-fork’ attitude is something that Puggaard hopes will set 4Fingers apart from your average fried chicken joint – and with good reason. 4Fingers firmly believes in the quality of its products as a key selling point, and as such it does not compete on low prices. Of the food he claims to eat once a week himself, as well as feeding it to his young children, Puggaard explains: “We ensure everything we serve is made of quality ingredients. Our signature soy sauces have no artificial flavours or MSG.” Chicken is delivered fresh every morning: “We stay true to our farm-to-fork concept by offering free-range chicken free from antibiotics, growth promotants, and added hormones or steroids.” In addition, Puggaard adds that the company works “closely with our vendors to reduce our carbon footprint” as well as serving meals in sustainable packaging.

Clearly, 4Fingers caters for a consumer who cares what they put into their body, as well as the impact it will have on the environment, and this stems from a CEO with solid awareness of the customer base. “These days, consumers don’t just want their food served quickly,” Puggaard explains. “They also want it to be tasty, healthy, sustainable, and served with a unique dining experience.”

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Jun 13, 2021

Seo JungJin: Who is EY’s World Entrepreneur of 2021?

Kate Birch
3 min
From just US$45,000 capital in 2003 to a world-leading biopharma giant with revenues of US$1.69bn today, Seo JungJin is crowned EY World Entrepreneur 2021

Seo JungJin, founder of biopharma firm Celltrion, which most recently developed an antibody treatment for COVID-19, has been named the EY World Entrepreneur of the Year 2021, becoming the first South Korean in the award’s 21-year history.

Regarded as one of the world’s most prestigious business awards program for entrepreneurs, the EY Entrepreneur of the Year celebrates visionary and innovative leaders from across 60 countries who are transforming the world and fostering growth.

JungJin, who is now honoroary chairman of Celltrion Group, was up against a worthy cast of entrepreneurial competitors, taking the crown from among 45 award winners across 38 countries and territories.

Speaking during the virtual event, JungJin described his own interpretation of entrepreneurship as something that brings together “a group of people toward a common vision, embracing challenges as opportunities and committing oneself to contribute to the greater good”.

Why was JungJin crowned King Entrepreneur?

A South Korean native and now 63 years of age, JungJin founded biopharmaceutical firm Celltrion in 2003. In the nearly two decades since its founding, Celltrion has lived up to its goal of advancing health and welfare for all by developing ground-breaking drugs to treat autoimmune disease, various forms of cancer and, most recently, COVID-19.

The company, which JungJin started with just US$45,000 and five of his colleagues, has since growth to more than 2,1000 employees with sales permits in more than 90 countries and revenues exceeding US$1.69bn.

According to the panel, JungJin’s story is a shining example of the power of an unstoppable entrepreneur to change the world with the pandel moved by both his incredible story and his purpose-driven leadership, innovative mindset and entrepreneurial spirit.

Described by the chair of the EY judging panel Rosaleen Blair as “representing everything an unstoppable should be” from taking on the world’s biggest health care challenges to consistently creating long-term value for his company, JungJin’s story is one of incredible tenacity and perseverance that the judging panel felt most represented the entrepreneurial spirit.

“He’s taken breathtaking risks, both personal and professional, to found Celltrion and grow it into one of the world’s leading biopharmaceutical companies,” says Stasia Mitchell, EY Global Entrepreneurship Leader. “His passion for creating affordable, life-saving health care and flair for tackling global problems has led to many treatments that have helped millions of people worldwide and was especially evident this past year through the creation of a COVID-19 antibody treatment.”

How did JungJin get there?

JungJin's entrepreneurial journey started at an early age when he worked as a taxi driver to get himself through Konkuk University in Seoul, South Korea. After studying industrial engineering, he rose through the ranks of Daewoo Motor Co. before losing his job amid the carmaker’s financial troubles following the 1997 Asian economic crisis.

Following this, JungJin started collaborating with colleagues to explore business opportunities in different industries, though none delivered lasting success. The turning point came after he attended a talk hosted by renowned scholars, which inspired him to focus on the biopharmaceutical sector.

And so he founded Celltrion with just US$45,000 of his savings. The launch of Remsima, credited with being the world's first antibody biosimilar, quickly moved Celltrion up the ranks of the country's fairly underdeveloped pharmaceutical sector. Celltrion followed this success with the launch of drugs for breast cancer and lymphoma that today are being used worldwide.

With ambitions to be the world’s first in different areas, Celltrion has pioneered numerous uncharted areas to great success over the past two decades, most recently responding to the global pandemic by successfully developing an antibody treatment for COVID-19 and working to ensure a timely supply of the safe and effective treatment.

“When I first started, my vision was to help patients gain access to safe, effective and affordable medicines and thereby enhance the quality of people’s lives,” explains JungJin. “The success of Celltrion has enabled me to expand on this while finding new ways to fuel my entrepreneurial drive.”


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