Hungry Jack's brand history and market presence

Hungry Jack's: Analysis And Recommendations

As an Australian company, Hungry Jack's is likely to be affected by the strong Australian economy, which came through the global recession relatively unscathed and which continues to experience low unemployment and rising wages (CIA, 2012). A busy populous means one seeking convenient food that is easy to get, and so this should be good for business. As part of the larger Burger King Corporation, Hungry Jack's is also affected by the global tightening of capital, however, so there is some balance in the macroeconomic environment (Burger King, 2012).

Hungry Jack's is the Australian franchise of the International Burger King Corporation, first opening n 1971 (Hungry Jack's, 2012). The company's stated mission is, "to ensure that our guests return, by delivering great food through the highest standards of Quality, Service, and Cleanliness every hour of the day, every day of the year" (Hungry Jack's, 2012).

There is major room for expansion of the franchise within Australia, as currently restaurant locations are clustered only in a few major metropolitan areas along Australia's coast (Google Maps, 2012). There are many other smaller towns and cities, some of them quite sizeable, that could serve as excellent market expansion opportunities for Hungry Jack's.

There are currently 340 Hungry Jack's restaurant locations in operation, with stores located in every state of Australia (Hungry Jack's, 2012). As noted above, however, these locations are still primarily clustered in coastal metropolitan areas, and though 340 stores is a sizeable number for a franchise operation it pales in comparison to the more than twenty-two million Australian citizens that are potential customers for the business (CIA, 2012).

Hungry Jack's has several competitors across several classes, from competing fast food alternatives to competing food industries (IBISWorld, 2012). Far and away the company's largest direct competitor is McDonald's, however, with over twice as many stores and a much larger market share (McDonald's, 2012). Backed by the larger McDonald's Corporation, which is Burger King's primary competitor on a worldwide basis, it is unlikely that in the near future Hungry Jack's will be able to fuel raid enough growth to catch up to this competitor given McDonald's own capability to rapidly expand given the right opportunity.

A new series of movie-like commercials, perhaps even spoofing famous film scenes and somehow incorporating Hungry Jack's, could increase brand recognition and favor with consumers, attracting more positive attention and converting more marketing dollars to sales. Establishing more creative product lines, such as a line of specialty burgers or thicker cut fires, would also attract new customers and perhaps renew interest in lapsed consumers.

The commercials would show a classy yet self-deprecating side of Hungry Jack's, which would be an innovative and fresh new image for the company. Legislation that might impact these commercials include copyright protections (for the films potentially spoofed), laws regulating endorsements or the appearance of endorsements, and ensuring that any false claims are clear puffery or entertainment.

Part B