Australia

Learn more about what the brand is changing in their pursuit for better burgers. Competition in the quick service industry is getting tougher than ever. In an effort to stay on top of its competitors in the burger scene, Hungry Jack’s said that it has gone through great lengths to build on the quality it is known for. The brand launched a new premium Grill Masters range, marking the beginning of a menu revamp that will aim to bolster the brand’s reputation for its ‘Better beef’. Known as the brand which guaranteed 100% pure Aussie beef and no added Hormone Growth Promotants (HGPs) in its burgers, Hungry Jack’s revealed to QSR Media that it is currently undergoing plans to ‘re-evaluate’ its consumer expectations and adapt to their changing palates. The Grill Masters range was made to be thicker and juicer than the brand’s main competitor’s burgers, and is developed by Hungry Jack’s ‘Grill Technicians,’ who aimed to master the perfect premium build. The range is also flame grilled to give it a unique taste in the market. “Hungry Jack’s is known for ‘better burgers’ and in 2016, we’re re-evaluating what that means to our consumers as their expectations and taste buds have changed. We want to be progressive and constantly innovating to retain the best burgers in Australia,” Scott Baird, Hungry Jack’s Chief Marketing Officer said. “The national launch of the Grill Masters Angus Beef range follows on from the use of No Added Hormone beef from February and the announcement to move to cage-free eggs by the end of 2017.” In addition, the Grill Masters range are made from 100% Australian Angus beef patties, and will be available in three premium builds: Classic Angus, BBQ Beef and Cheese, and Fiery Angus. Hungry Jacks also launched new ‘better’ coffee with 100% Arabica coffee beans, along with some new and improved thick cut chips, both of which are now available in the brand’s network of more than 400 restaurants. As a brand, Hungry Jack’s has set its sights on committing to its tagline of “Better Burgers”, announcing that its next six months will be laden with plans for growth, innovation and constant improvements. To maintain its tagline “The burgers are better at Hungry Jack’s”, the chain pledged its dedication to keep being ‘better’ at everything across its menu, its in-store experience, and the look and feel of its stores. Baird said that the rollout of its ‘better’ menu items has already seen success, especially in regional areas where the premium Grill Masters range proved to be popular. “The feedback to our Grill Masters range has been terrific,” he said. “We hope our customers continue to be delighted with our new improved menu items and that Hungry Jack’s remains synonymous with ‘better’.”