Hungry Jacks brand new look
As part of their "quiet revolution" they are now transforming their in-store experience. QSR finds out more in this Q&A with their CEO Aaron McKie.
QSR Media: The new store design, tell us about it?
Aaron: In the past 18 months, Hungry Jack’s has undergone the most significant changes in its 40 year history. We’ve transformed everything from the menu to our operations and marketing communications, all to embrace our new brand essence – Hungry Jack’s makes it better.
Part of making it better is improving our customers’ overall experience which starts at store level. When we looked at how we could reinvigorate the Hungry Jack’s brand, we also considered how we could reinvigorate the décor in our restaurants.
As a result, when you next go into a new or newly refurbished Hungry Jack’s restaurant, you will notice it has a fun, modern and clean look and feel, without losing that classic Hungry Jack’s style.
QSR Media: What elements did you have to think of when developing the new design?
Aaron: It was important that the new store layout reflect Hungry Jack’s new brand positioning, and that this layout was adaptable not only for new builds, but also new restaurants within existing buildings and refurbishments of existing stores. For example, in our newest restaurant located at Melbourne’s Southern Cross Station, it was important for us to consider the existing architecture of the station, and design a store that embraces the vantage points unique to the location.
Another important design element was to move away from the themed store design to become more in inclusive to appeal to a wider audience. To do this, we neutralised the colour scheme, drawing focus to the counter and menu boards.
QSR Media: How does it change the customer experience?
Aaron: While the visual and cosmetic changes were a major part of the rebrand, consideration was also given to the seating arrangements throughout the restaurant. In the case of our Southern Cross Station restaurant, customers are offered the unique ability to enjoy their meal whilst looking out over the flurry of activity taking place on the Southern Cross Rail concourse.
When designing the new layout, we gave great consideration to the reasons customers come to Hungry Jack’s and what they are looking for when they visit. Some people want a quick bite to eat between meetings, others are after take-away or drive-thru, but we also have customers who linger longer with friends and family which is why we have developed more comfortable segmented seating arrangements.
QSR Media: Will you be rolling this out to the network of Hungry Jacks stores?
Aaron: The new Hungry Jack’s store design will feature within all new restaurant builds, and will be progressively rolled-out through existing stores on a case-by-case basis.
