4Fingers Crispy Chicken

4FINGERS or 4Fingers (short for 4FINGERS Crispy Chicken), is a Singaporean multinational restaurant chain specialising in crispy Asian-style fried chicken. Headquartered in Singapore, the chain was founded in 2009 and currently has 28 stores across Asia, Oceania, and Northern America.

4FINGERS Crispy Chicken
Private company
IndustryFood and Beverage
GenreCasual dining
Founded2009 (2009)
Orchard, Singapore
Headquarters238A Thomson Road
#13-06/07 Novena Square Singapore 307684
Number of locations
28 (2019)
Area served
Asia, Oceania and North America
Key people
Dave Acton (CEO)
Vijay Sethu (Chairman)
Products
RevenueSGD$70 million (2018)
Website4fingers.com
A 4Fingers restaurant in Brisbane, Australia

History

Established in 2009, 4FINGERS was founded after its creators tried Asian-style fried chicken in New York City and felt that they could improve on it. From 2014, The brand expanded from one outlet in Singapore to 21 outlets in Asia-Pacific within 4 years.[1][2] 4FINGERS is located in malls such as ION Orchard, Plaza Singapura, Orchard Gateway and Changi Airport. The company expanded to Malaysia in 2015. The brand also currently has three outlets in Indonesia and two in Thailand. In 2017, 4FINGERS also opened an outlet in Melbourne, Australia as well as two other outlets in Queensland, Australia.[3] In August 2019, 4FINGERS opened its first restaurant in North America at Los Angeles, California.[4]

Products and stores

The fast casual dining restaurant chain embraces a farm to fork concept, offering free-range Asian-styled fried chicken, baked burger buns and kimslaw (kimchi coleslaw) that's fermented onsite. The menu also features other Asian-inspired menu items including Asian rice boxes, salads and crispy seafood dishes. Most restaurant outlets have also been halal and kosher certified. Their core products is based on their signature sauces - made from a base of naturally fermented soy sauces with no added preservations or flavorings. The sauces are hand-brushed onto each and every piece of chicken that is served to customers, and this artisan preparation method is followed through at all stores in all countries.

The interior design of the chain outlets features graffiti-marked walls and directional signs influenced by grungy street style and subway signs. In Australia, Singapore's urban rebel visual artist Samantha Lo was specially commissioned by 4FINGERS to paint the exterior walls of its store in Bourke Street, Melbourne with graffiti inspired by Singapore's traditional tile patterns and modern icons. The Australian outlets also stock a variety of artisanal beers and ciders along with local wines and soft drinks.

Acquisition

4FINGERS announced its acquisition of 50% stake in Australia-based Mad Mex Fresh Mexican Grill (Mad Mex) on 19 September 2019. Mad Mex is an Australian Mexican QSR brand with a strong presence in New Zealand as well.[5]

As part of the partnership, 4FINGERS established Mad Mex's presence in East Asia and expects to open a number of outlets in Singapore in the near future.

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References
  1. Tay, Vivienne. "4FINGERS brings on board ad veteran Linda Locke". Marketing Interactive.
  2. Escobedo, Joe. "How Singaporean Fried Chicken Chain 4FINGERS Grew Its Revenue From $2M To $30M In Only Four Years". Forbes.
  3. "4Fingers has appetite for Western markets". 30 May 2017.
  4. "4Fingers US". 14 July 2019.
  5. https://www.businesstimes.com.sg/consumer/4fingers-acquires-50-stake-in-aussie-brand-mad-mex
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