4FINGERS collaborates with celebrity chef to spice up its offering

4FINGERS has introduced its latest addition to the menu called the Firecracker chicken. Crafted in collaboration with celebrity chef Bjorn Shen, the fast food restaurant said that the idea behind the flavour was inspired by Singaporeans’ love for spicy food and also to cater to the Asian palate.

The Firecracker chicken is the newest flavour to launch in Singapore and Malaysia. The brand has invested in digital marketing on all the major social platforms such as Facebook, Instagram, Youtube via its campaign video. 4FINGERS also uses public relations and influencer outreach, as well as a mix of ATL and BTL advertising involving mall partnerships and in-store displays for its marketing efforts.

Dave Acton, CEO of 4FINGERS said that the collaboration with chef Shen will pave the way for more to come in the months ahead.

“4FINGERS have many exciting things in the pipeline, and this launch serves as a tantalising taste of what’s to come for our fans around the world this year as we aim to remain a disruptive force in the F&B scene, while continuing to stay grounded and show support for local talent. We hope our fans can share this excitement with us as we continue to roll out exciting products that will tingle taste buds and keep people coming back for more!,” he added.

Chef Shen said that he worked with 4FINGERS to create the blend of flavours for the Firecracker chicken. “I dare say that the spice level of these wings are one of the strongest across crispy chicken brands in Singapore, and I’m excited to see Singaporeans try it for themselves. I feel the need to reiterate that I am serious about my chicken game – and I even have a chicken wing tattoo on my arm to prove that – and am proud to have been involved with 4FINGERS’ Firecracker chicken,” he added.

Most recently, 4FINGERS acquired Singapore’s Mexican restaurant, Mex Out as part of the brand’s plan to accelerate Mad Mex’s roll out in Singapore. The acquisition also enables the brand to further capitalise on menu innovation, shared services and other economies of scale. 4FINGERS aims to re-brand the four Mex Out outlets into Mad Mex establishments from the first quarter of 2019. This comes following its recent acquisition of a 50% stake in the Australian Mexican quick-service restaurant (QSR) brand.