Frozen Dessert Machines CEO’s Warming Story of Triumph

When Justin Fischer made the call for his business, Brüllen Pty Ltd, to start producing frozen dessert machines in 2016, he did so having recognised a key gap in the market, one that could be filled with a series of reliable, high-performance, and high-quality soft serve ice cream machines. Today, Brüllen has solidified itself as an industry leader, selling, installing, and servicing soft serve ice cream makers, as well as frozen yoghurt and acai dessert machines, on a global scale. The journey Justin has undergone to get to this point has been inspiring, emotional, and reassuring all at once, and as a result of his unwavering commitment to the cause, we are proud to bestow Justin Fischer with the rightful title of Most Influential CEO 2024 – Australia (Frozen Dessert Machines).

“Write your dreams down and never stop chasing them.” This is the sentiment of Brüllen Pty Ltd CEO and Founder Justin Fischer, who has spent more than a quarter of a century traversing the often-tumultuous path to turning his wildest dreams into reality, overcoming any hurdles that have stood in his way. These efforts have more than paid off, and today, Justin serves as a pioneering and dominant figure in the world of frozen desserts. Headquartered in the beautiful Australian city of Sydney, his business is swiftly becoming one of the leading frozen dessert machine manufacturers on the planet, a distinction it has earned in part as a result of superior craftsmanship and worldwide appeal.

This international affluence spans more than just its consumer base, with the parts used in the creation of these machines being meticulously sourced from renowned and reputable manufacturers in European countries such as Germany, Italy, Denmark, and France, ensuring they wholly adhere to the company’s overarching commitment of providing nothing less than the best that the industry has to offer. Germany is also home to the company’s engineering epicentre, and in German, Brüllen translates to “raw”, with this name representing the relentless dedication and no-frills approach that has been put into the business to ensure its success.

Moreover, although these machines are assembled in China, they embody the innate mastery of German engineering, and the company is incredibly proud of its Australian heritage, boasting the claim of being 100% Australian owned and operated. Once these machines are assembled, they come complete with a genuine, worldwide 12-month warranty, a standard part of Brüllen’s encompassing after sales service. Bolstering this further is Justin’s drive to hire only exceptional people to work for his company, with this amazing team standing as a united front and working tirelessly to make sure that the company’s reputation for excellence is upheld at all times and in all of the worldwide territories in which it operates.

Despite today being an incredibly successful CEO, and even appearing on the popular television series Married at First Sight, the road for Justin has not been easy, and like many business owners, he has experienced the highest of highs and the lowest of lows. His story begins when he got his first job at McDonald’s as a teenager, and upon noticing how frequently the company’s ice cream machines would falter, he spent countless hours teaching himself how to service and repair them, a skill that would prove incredibly beneficial in the long run. A few years later, Justin would quit the company and take a leap of faith, starting a business where he would independently service these soft serve machines himself.

Initially, everyone told Justin that he was crazy for giving up his job on such a whim – after all, who would pay him to clean and service ice cream machines when companies such as McDonald’s have its own staff to do this? Justin was in the midst of a successful career when this decision was made, as at just 17 years old, he was a franchise owner of a successful McDonald’s branch, the youngest manager in the country, and the recipient of almost every award the company had to offer. Undeterred by the negativity of those around him, Justin set about contacting other franchise owners for jobs, battling through the rejection and even highlighting his unparalleled work ethic by carrying out his services free of charge.

After those he had worked for began to notice that months had gone by and their machines were still faultlessly running, word of Justin’s stellar services soon spread across Queensland, and the business began to grow exponentially, with more than 30 people on the payroll at the height of the business’ success. Unfortunately, Justin’s personal life took a major hit after his relationship ended, and he was forced to sell the business as part of a settlement deal. One of the terms of the contract he signed meant that Justin was unable to trade in Queensland for five years, so he up and left to start a new life, in Sydney.

After drifting for a short time, including taking a car sales job at which he lasted just one day before quitting, Justin’s future was severely lacking in direction, and he felt it was again about time to take a second crack at getting a soft serve machine service company off the ground, this time in a new area with a fresh client base. However, a chance encounter with his brother, Scott, ultimately resulted in the pair deciding that a much better investment would be utilising their expertise to create frozen dessert machines of their own, products that would exude manufacturing prowess, consistency, and reliability in equal measure. Thus, Brüllen Pty Ltd was born to fulfil these very obligations.

Aside from their reliability, the company’s machines too boast the claim of being incredibly easy to use, and a series of training videos can be viewed online that cover the areas of assembly, cleaning, set-up, and configuration, or training with a technician is available either online or at a customer’s place of business, whichever is more convenient. As a result of these combined elements, Brüllen’s soft serve ice cream machines are highly distinguished in this space, boosted by the fantastic control and flexibility afforded to each of the items in the range, resulting in a final product, whether this be soft serve, frozen yoghurt, or acai desserts, that are consistent and embody the premium quality synonymous with the brand.

The exemplary nature of Brüllen’s machines and services have caught the attention of some of the biggest names in the worldwide hospitality space, and Justin has personally overseen the supply, service, and installation of a wide range of equipment for such iconic brands as Burger King, Wendy’s, IKEA, Subway, Pizza Hut, and countless others. In somewhat of an ironic twist that represents the cyclical nature of Justin’s journey, his company’s machines are now also used in many branches of McDonald’s across the business’ native Australia and further beyond.

On the back of such triumphs, Brüllen has come to be globally accepted as a leader in the frozen dessert sphere, currently ranking as one of the top three soft serve equipment manufacturers in the world, a remarkable feat that has only been possible thanks to the knowledge, experience, and dedication of Justin, Scott and every subsequent member of this expert team. From day one, improving and growing the company into the worldwide force that it is today has been a top priority, and still very much at the helm, Justin and Scott now possess a combined 40 years of experience in this area, know-how they are constantly applying to fortify Brüllen’s frontrunner status.

Justin’s career and more than 25 years of involvement have proven exceptionally valuable in not only the design and engineering of these machines, but also in the wider managing of the business, something Justin prides himself on undertaking to the highest possible standard across his CEO duties. When it comes to managing a business, Justin prides his three-fold ethos – which necessitates passion, pride, and profit – in that order. Aided by this demonstrably impactful mindset, Justin has not only succeeded in a business setting, but he has used this platform to give something back to numerous global charities that cover both humanitarian and wildlife causes, highlighting his selfless nature and drive to help others.

Over the past several years, the business has gone from strength, and as a result of the robust nature of its machines and an unwavering commitment to expanding its presence in the market, the company is stronger now than it has ever been before, having escalated to cover such bases as cruise ships and mobile food vans in addition to its storied partnerships with a series of famed restaurants and cafes. Such sustained success has been made apparent most recently by the business’ heavy presence at the 2024 Australian Open, where the company’s i95 PRO machines made it possible for partner company Peach Melbourne to serve its signature blend of ice cream to spectators across the tournament.

Brüllen’s i95 Pro serves as just one of its signature offerings, with this floor standing machine offering two flavours plus a twist setting and can produce an impressive 440-880 80g servings an hour depending on the product. One of the most popular machines in this range, the i95 Pro is available in four bold colours, black, white, pink, and teal. Eight additional machines complete the line, and across this selection, machines comprise either countertop or floor standing variants, with each boasting a different capacity and varying features based on size and model. New machines are regularly being introduced by the team, with one such new variant being the Baby Brüllen, a pint-sized offering perfect for small events/businesses.

Of course, there is more to owning a machine than just the item itself, but Brüllen has this covered too, and its online store stocks everything that a customer could possibly need to maintain their machine effectively, from a plethora of tune up kits that are available for every model, through to standard staples such as cleaning solution, universal cleaning brushes, sanitising tablets/powder, and lubricant. Remember, this is all in addition to the aforementioned warranty, which is guaranteed to straighten out any issues within 12 months of purchase, in the unlikely event they arise that is.

Whether a customer is just starting out in the field of frozen yoghurt, soft serve ice cream, or acai desserts, or is simply seeking reliable hardware to expand their current set-up, Brüllen is confident in its ability provide the right solution for them, with its machines possessing the ability to aid a customer in the crafting of their own unique and exciting flavours that are sure to impress their intended audience. Aside from the multitude of colours that are available on machines across the range, Brüllen’s customers are also afforded the ability to choose their own custom colour, one that reflects the image of their brand or corresponds nicely with the décor in the setting where these treats will be served.

For those who are just starting out in the field, Brüllen’s handy profit calculator on the company website enables a prospective customer to assess the profits that they can potentially make from soft serve, the fastest growing segment of the dessert industry on an international scale. Thus, not only is soft serve delicious, but it is in the process of becoming an increasingly viable business opportunity that could see in excess of a 400% gross profit given the right setting and business model.

Regardless of what the future of this industry holds, Justin Fischer’s story is incredible, and serves as a testament to what can be achieved when one follows their dreams and never gives up. A textbook example of what a good CEO should be, across the decades-long journey he has undertaken to get to this point, Justin’s primary aims have been unflinching and remain a constant, with him striving to deliver exceptional customer service, spur on innovation in the field, and constantly expand his enterprise worldwide. With Brüllen Pty Ltd, Justin has more than achieved this, and is continuing to do so, and as such, he is rightfully deserving of being crowned as Most Influential CEO 2024 – Australia (Frozen Dessert Machines).

For business enquiries, contact Justin Fischer from Brüllen Pty Ltd on their website – https://brullen.com.au/