Andie Chen Ventures into F&B by Acquiring Creative Eateries

Actor Andie Chen has made a significant leap into the food and beverage (F&B) industry by acquiring Creative Eateries, a well-known restaurant group. This announcement was made on November 17, 2023, revealing that Chen will be joining his brothers, Ash and Adam Chen, along with their business partners in this new venture. The acquisition includes popular brands such as Bangkok Jam, Suki-Ya, Tanglin Cookhouse, and Barossa Steak & Grill, as well as a catering service.

The brothers’ company, Asia White Knight Group, was founded by Adam Chen, who has also secured the franchise rights to six outlets of Joe & Dough in Singapore. Adam has gained valuable operational experience in the F&B sector over the past few years. A seasoned entrepreneur, he describes himself as a “platforms guy” and has previously developed the entertainment platform Effro.

In an interview with CNA Lifestyle, Andie Chen stated that it was Adam who encouraged him to join the team. Beyond acting, he has been involved in production and has enjoyed providing opportunities for creatives. “For the past six years, I’ve been giving money and opportunities to people I feel are capable,” he said. “We are trying to build the back engine to support F&B people with concepts that might not be able to compete with the big players.”

The decision to enter the F&B market comes at a time of transition, according to Adam. He explained, “The market might look like it’s going very badly, but we see that transitions bring opportunities. There is space for people like me who specialise in optimising operations and processes.” He anticipates a fundamental shift in F&B management, viewing Creative Eateries as a platform that allows for a marketing and data-driven approach.

Andie will take on the role of Chief Marketing Officer, where he will undergo a learning curve to manage the marketing department. “There are many aspects that are quite similar to my producing work, but there are also many elements and specific knowledge I have to learn, like SEO and working with PR companies,” he noted. He expressed confidence that the principles of marketing would align with his experiences in entertainment.

Currently, Creative Eateries employs approximately 250 people, with plans to expand resources under the new leadership. Despite his new responsibilities, Andie emphasized his commitment to acting, stating, “I will always be an actor first. That will not change.” He acknowledged that he will be more selective about the projects he undertakes, noting, “It has been that way for many years now, so I focus on quality over quantity.”

Reflecting on his career at the age of 40, Andie described this new venture as a potential midlife awakening. He has decided to embrace opportunities that arise, having previously turned down many to focus on improving his acting skills. “I kind of need to let life happen,” he concluded.

With this ambitious foray into the F&B sector, the Chen brothers aim to make a notable impact while continuing to support the creative community they value.