We do have to think like a fast food chain, at least quarterly having something new coming out and bringing it back to the pie warmer, Chaur says. We are lucky in that we are a piece of real estate in service stations and corner stores around the country. The only question is what else can we put in it? It is about really getting the accelerator down and asking how do we grow and how do we invigorate the pie. I m pushing very vigorously to get our skates on to accelerate the innovation pipeline and make sure we are talking to consumers. The Patties chief is putting together a three-year innovation program to be unveiled within months.If anyone can breathe new life into the old favourite, it is surely Chaur with his long list of credentials.He has an MBA and a Graduate Diploma in Marketing from Monash University.He also has two decades experience selling food, including as executive general manager of Tip Top Bakeries southern division and general manager in the Australasian region for frozen food brand Findus.Chaur has also served as general manager for Tasmania of dairy and juice heavyweight National Foods, now part of the Japanese-owned food and beverage giant Lion.Most recently his career took him in a different direction, to French building materials group Saint-Gobain one of the world s Top 100 publicly listed industrial companies where he was managing director for the Pacific region.Chaur s first attempt to woo new fans in the fickle 18-39 market is the Four N Twenty Real Chunky Steak pie.It is a reaction to the demands of younger consumers, who told Patties focus groups they wanted better quality chunky meat and more intense flavours.He says the meat in the pie is slow cooked over eight hours.It is backed by an advertising campaign created by ad agency Clemenger BBDO that focuses on young blokes, whether they are in a suit or tradies .Chaur says the pie warmer will also soon stock additions that are more flavoursome and exotic as Patties meets consumer demands.Early ideas include varieties with pork or even fish.Chaur is no stranger to reviving those products that for years have been taken for granted.His marketing work with Pura milk turning it from a Victorian label to the number one national brand earned him the exposure that led to being installed as chief executive at Patties.At Pura, he orchestrated a series of savvy marketing campaigns.This included the controversial Pura Milk Cup sponsorship, which many cricket purists bemoaned when it replaced the Sheffield Shield in 1999.The sponsorship continued for the best part of decade, with the Sheffield Shield revived in 2008. It took our brand awareness from 55 per cent to 100 per cent, Chaur says. All the controversy and pain paid off quite well. Olympic swimming gold medallist Kieran Perkins was signed to endorse the brand.