Hagen Chen originally built a fully bootstrapped, seven-figure F&B group starting with Toast Maker, a healthy sandwich and coffee concept for busy professionals. However, his latest venture marks a significant pivot. Stepping away from health-focused cafe fare, Hagen recently launched Jiran-jiran, a brand new community-centric concept dedicated to serving traditional Malaysian nasi lemak.

What makes Jiran-jiran particularly unique is how it was created. Hagen set himself an intense operational challenge to conceptualise, build, and launch the entire brand from scratch in exactly 60 days. This rapid execution ties directly into his core business thesis. He argues that a food brand's true competition is not the similar shop down the street, but the entire timeframe of a person's hunger. If a business fails to satisfy a hidden need within that specific window, they lose the customer completely.

Hagen joins us to discuss the intense reality of successfully launching a restaurant concept in under two months, the operational mechanics of running a central kitchen to support a multi-brand group, and what healthy food brands often get wrong about the local market.