Paul Hitchcock, boss of Four’N Twenty pie maker Patties Foods Group, thought customers would lap up his new Italy-imported cakes. He shares why he was wrong, and other tips.
Paul Hitchcock has learnt that when someone asks you for a coffee, don’t assume it’s casual. Louie Douvis
Paul Hitchcock is the chief executive of Patties Foods Group, the owner of high-profile food brands such as Four’N Twenty pies, Nanna’s, Herbert Adams, Leggo’s and Lean Cuisine.
Several years ago, Hitchcock and his colleagues found cakes they thought would be popular with customers. They sourced them in Italy and went to visit the manufacturer.
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Original URL: https://www.afr.com/work-and-careers/leaders/how-this-ceo-got-a-product-launch-so-wrong-and-what-he-learnt-20250619-p5m8vy
