What you need to know about Carl's Jr's expansion to Oz
The newest contender in the burger biz is set to arrive in 2016.
The American burger giant recently announced that it is making its way into Australian shores in Bateau Bay after successfully opening stores in New Zealand.
Crede Marshall, Franchise Business Consultant for Carl Karcher Enterprises said, “We are thrilled to be entering the Australian market. Our Bateau Bay restaurant is in a prime location on the Central Coast Highway at the entrance to the Bateau Bay Shopping Centre. It is in a vibrant, growing area with plenty of foot traffic and activity year-round. This will be an ideal location for our brand and the opening of our first restaurant in Australia.”
“Australia is a key expansion market for Carl’s Jr. and we are excited to open our first restaurant in Bateau Bay in early 2016. We believe that our premium, innovative menu items, along with our best-in-class customer service and bold, edgy advertising will be a perfect fit for Australia and its Young, Hungry Guys.”
Carl’s Jr, founded in 1941 by Carl Karcher, is renowned for its sexually provocative advertisements. Slogans such as “things will get messy” and “eat like you mean it” will soon be making its way onto Australian airwaves as the brand ramps up its campaign for brand awareness.
“Our goal this year is to simply direct Australian consumers to our social media sites so that they can familiarize themselves with our brand,” Marshall said.
“We are planning to support our openings in Australia with social media, radio, out-of-home and print advertising that will target our core audience of “Young, Hungry Guys.” We’ll also partner with local community organizations to further enhance our brand awareness and host a special kick-off event designed to reach people throughout New South Wales.”
Marshall pointed out that its advertising campaign would feature “some of America’s most high profile celebrities like Kate Upton, Charlotte McKinney, Paris Hilton and Ronda Rousey”.
From offering its signature Thickburgers in the U.S. and New Zealand, Carl’s Jr is bringing to Australia its 100% Angus Beef patties and fresh baked buns, along with hand-scooped ice cream shakes.
Expansions in the future
Marshall said that Bateau Bay is only the beginning of Carl’s Jr’s expansion plans in Oz.
“We want to further penetrate NSW and grow into QLD, VIC and WA, with a focus on the major metro areas within those states,” he said.
“We are bringing premium, high-quality, restaurant-style burgers to Aussies but with the cost and convenience of QSR. In addition to our innovative menu items, best-in-class customer service and great prices, we also offer cutting-edge advertising that speaks to our Young, Hungry Guy target audience.”
Currently, Marshall noted that the brand is in active discussion with franchisee groups to develop the brand across the continent.
“We see potential for more than 300 Carl’s Jr. restaurants in Australia over the next 10-15 years,” he said.
