Have you heard that saying – “a big fish in a small pond?”   Well, moving from Australia to the USA to launch 5th Finger five years ago, I clearly remember lying awake at night, wondering if we had the stuff needed to make it in a market 15X the size of Australia. It would be more competitive and also be a different culture with different customer expectations.

We were certainly a big fish (5th Finger Australia) in a small pond (the Australian market), but starting again from scratch here in the U.S. market is not an insignificant undertaking… we would clearly be making ourselves a small fish in a very large pond.

Over those five years of amazing adventures, it’s supremely satisfying to see milestones which make it clear that we are not a small fish in the U.S.…one of those achievements is the success of the Safeway mobile apps.

Safeway’s iPhone app is the #1 Grocery Retail App and is also sitting in the top 20 (and on some days, the top 10) of the Lifestyle section of the Apple Appstore.

And to top it off, to be sitting alongside peers such as Starbucks, Target and Domino’s Pizza is a huge achievement and one that we are all super proud of. It’s been a pleasure to work with the Safeway team on this Mobiel Application and we are looking forward to the next exciting output from our collaboration.

Steen Andersson
co-founder and proud fish, 5th Finger