Hungry Jack's
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| Hungry Jack's | |
|---|---|
| Image:Hungry Jack's logo.png | |
| Type | wholly owned subsidiary; exclusive Australian franchisee of Burger King |
| Founded | 1971 in Perth |
| Founder | Jack Cowin (Hungry Jack's) James McLamore and David Edgerton (Burger King) |
| Headquarters | 1A Garden Office Park 355 Scarborough Beach Rd. Osborne Park |
| Key people | Jack Cowin |
| Industry | Restaurants |
| Products | Fast food including hamburgers, chicken products, salads, french fries and milkshakes |
| Owner | Competitive Foods Australia |
| Parent | Hungry Jack's Pty. Ltd |
| Slogan | The burgers are better at Hungry Jack's |
| Website | hungryjacks.com.au |
Hungry Jack's, abbreviated to HJ's, is the exclusive Australian franchisee of the international QSR chain Burger King. Its parent corporation is Hungry Jack's Pty. Ltd which is a wholly owned subsidiary of Competitive Foods Australia, a privately held company owned by millionaire Jack Cowin and his family. HJP owns and operates or sub-licenses over 300 restaurants on that continent.
Contents |
[edit] Corporate Profile
[edit] History of "Burger King" in Australia
When Burger King decided to expand its operations into Australia, it found that its business name was already trademarked by a man running a small takeaway food shop in Queensland. As a result, Burger King provided the Australian franchisee, Jack Cowin, with a list of possible alternative names that the Australian Burger King restaurants could be branded as. The names were derived from pre-existing trademarks already registered by Burger King and its then corporate parent Pillsbury. Cowin selected the "Hungry Jack" brand name, one of Pillsbury's US pancake mixture products, and slightly changing the name to a possessive form by adding an apostrophe 's' thus forming the new name Hungry Jack's. Accordingly, the first Australian franchise of the Burger King Corporation, established in Perth in 1971, was branded as Hungry Jack's.[1]
[edit] 1996 to 2001: Legal Proceedings
When the existing registered trademark in Australia for Burger King lapsed in 1996, the American parent company wanted Cowin out and sought to terminate Cowin's franchise agreement on the grounds that he was failing to meet his obligation to open new stores in a timely fashion. Burger King proceeded to open more than seventy outlets in Australia under the Burger King name between 1996 and 2003. These were built upon existing franchise locations at international airports – the international territory apparently outside the Cowin licensing deal. As a result of Burger King's actions, Hungry Jack's Pty. Ltd. began legal proceedings in Australia against the Burger King Corporation citing breach of contract in regards to the master franchising agreement.[2]
In 2001, the case was finally resolved in favour of Hungry Jack's in a case that eventually included the Australian operating arm of Royal Dutch Shell. HJP alleged that Shell had induced BKC to terminate its agreement in order to open its own franchises in its service stations in Australia.[2] As a result, a New South Wales court ordered Burger King Corporation to pay $75 million AUD ($44.6 million USD) in damages to Hungry Jack's for breach of its franchise agreement.[3] One final attempt was made by Burger King to appeal the decision to the High Court of Australia; however, this appeal was dismissed.[4]
[edit] 2002 to the present day
In 2002, Burger King Australia exited the country and sold a 51% share of its Australian restaurants to Tasman Pacific Food, abbreviated to TPF, the company that operates Burger King franchises in New Zealand. In an attempt to improve rapidly falling sales, TPF re-branded its Burger King restaurants as Hungry Jack's in late 2003 believing that the Hungry Jack's name with its 30 year history was the stronger brand. A market research survey conducted six months after the re-branding showed that Burger King had been the preferred brand, and that the words most often chosen by respondents in the survey to describe Hungry Jack's were "slow" and "dated"[citation needed]. In mid 2005, TPF decided to exit the Australian market and sold its 51% share of the former Burger King sites to Hungry Jack's Pty. Ltd.[5]
[edit] Facts and figures
Many Hungry Jack's restaurant locations are designed around a 1950s/1960s styled theme. Background music from this era may be played within the restaurant (occasionally through a '50s era styled Jukebox) with associated contemporary pictures and memorabilia utilized as part of the interior decor. In the larger sit-down style restaurants, the seats and tables are laid out in a 1950s diner style.
[edit] Products
- See also: Burger King products
The only BK trademarked products that HJ sells are the Whopper and the Ocean Catch sandwich. All other products go by a generic naming such as hamburger or chicken nuggets.[6][7] Otherwise, Hungry Jack's sells the usual range of burgers but also offers an Australian specialty: the Aussie Burger. This burger is based on the traditional Australian fish and chips shop favourite, including fried egg, bacon, onion, and beetroot, with the traditional meat, lettuce, and tomato. Hungry Jack's locations are required to follow any menu changes made by Burger King.
Hungry Jack's breakfast menu, introduced in late 2005 in three states (Queensland, Western Australia, and Northern Territory) and the other states on October 31 2007, bears little resemblance to Burger King's US breakfast menu. The main breakfast sandwich is served on either an English muffin, baguette roll or as a wrap (breakfast burrito) instead of a croissant; the hash browns are served as patties as opposed to Tater Tots and they feature pancakes.[6][7]
[edit] Advertising
- See also: Burger King advertising
Hungry Jack's in Australia has trademarked the new slogan, 'Oh Yeah', which was featured in commercials that ran late 2005/early 2006. Other changes at Hungry Jack's include a new salad line and deli-style baguettes. While Burger King has updated its logo to the "blue crescent" design in all other markets, the Hungry Jack's logo is still based on the previous 1996 revised Burger King bun-halves logo, employing the simpler bun-and-filling motif.
Hungry Jack's Kids Club mascots are unique to the Australian franchisee, as opposed to other international locations that use one the two existing BK kid's mascots, the Burger King Kids' Club or the Honbatz. HJ does have a Kid's Club program similar to the US offering, offering themed birthday parties at its restaurants along with its Kid's Club Meals. One other noticeable difference between the HJ and BK children's programs is the placement of the apostrophe in the name: HJ places it before the "s" while BK places it after.
Hungry Jack's retains strong links with Perth, with the city's first team in the Australian Football League, the West Coast Eagles, having been sponsored by Hungry Jack's since their entry into the league in 1987.
[edit] See also
Other hamburger QSR vendors:
- Carl's Jr. (BK US competitor)
- Hardee's (BK US competitor)
- Jack in the Box (BK US competitor)
- McDonald's (largest competitor)[8][9]
- Sonic (BK US competitor)
- Wendy's (nearest US competitor)[10]
Other QSR vendors
- KFC (Another one of Jack Cowin's franchises in Australia)
- Domino's Pizza (Another one of Jack Cowin's franchises in Australia)
