The story of why Burger King operates as Hungry Jack’s in Australia is a captivating narrative of legal challenges, strategic branding, and entrepreneurial resilience.
In 1971, Jack Cowin, a Canadian entrepreneur, brought Burger King to Australia. He ran into a hitch with the “Burger King” trademark, so he got creative and named his spot “Hungry Jack’s“, taking inspiration from a pancake mix brand linked to Burger King’s parent company.
Jack opened the first Hungry Jack’s in Innaloo, Perth, on April 18, 1971, kicking off a delicious adventure that still delights customers today!
By the 1990s, Hungry Jack’s was on quite a journey, expanding rapidly across Australia!
In 1991, Jack Cowin decided to renew his franchise agreement with Burger King Corporation, which included ambitious goals for opening a specified number of stores each year.
However, things took a turn in 1996 when Burger King claimed that Hungry Jack’s hadn’t met those goals and started opening its stores in Australia, hoping to take over the market.
Not one to back down, Cowin took action and sued Burger King for breach of contract.
Fortunately, in 2001, the Supreme Court of New South Wales stood by Hungry Jack’s, awarding Cowin A$46.9 million in damages. The court found that Burger King had acted in bad faith, trying to create a situation that would allow them to reclaim the Australian market.(The Wolf of Franchises)
After Burger King won the legal battle, they decided to pull out of Australia and handed over their remaining stores to Cowin’s company, Competitive Foods Australia.
Those locations got a makeover and became Hungry Jack’s, helping the brand take off across the country.
Now, Hungry Jack’s has over 440 places to grab a bite in Australia and serves more than 1.7 million customers every week. While their menu has a lot of similarities to Burger King’s, they’ve also added some local favourites like the Big Jack and Mega Jack burgers. (Hungry Jack’s, news)
Jack Cowin’s strategic decisions and strong commitment played a crucial role in not only safeguarding his business but also in establishing Hungry Jack’s as a well-recognised Australian brand.
(source: EconoTimes)
