Aaron McKie on why Hungry Jack's Makes it better
Hungry Jack's has changed its tagline, find out why and what other changes the company is making, in this interview with their CEO Aaron McKie.
QSR Media: Hungry Jack's the brand: how would you describe it?
McKie: Hungry Jack’s is an iconic Australian brand, and just like any proud Australian, it has a ‘down to earth’ tone of voice and good sense of humour – never taking itself too seriously. The Hungry Jack’s offering, including its products, restaurants and communications appeal to a wide spectrum of the Australian population.
QSR Media: Why did you decide to change the tagline to "Hungry Jacks makes it better"?
McKie: Hungry Jack’s felt the ‘Burgers are Better’, while still relevant, was limiting to the future direction of the brand. ‘The Burgers Are Better at Hungry Jack’s’ originally came directly from the conversation of our customers and will continue to be part of our customers’ conversation for years to come. It is worth noting that during the same period Hungry Jack’s had a single tagline, our major competitor used six different slogans.
The ‘Hungry Jack’s makes it better’ tagline complements the significant brand, product, nutritional and operational changes the company is currently undergoing – a quiet revolution making the Hungry Jack’s customer experience ‘better’ than ever before.
QSR Media: There has been a lot of innovation on the food technology side, ie reducing sodium etc, will you be communicating this to your customers?
McKie: We have been communicating some of these nutritional improvements via in store activity for some time. This nutritional education is part of a long term holistic marketing strategy to gradually build consumer awareness of each nutritional initiative.
QSR Media: What kind of marketing activities will you be engaged with for the "Hungry Jack's makes it better" campaign?
McKie: There is no specific ‘brand launch’ TVC for the new tagline. It will be integrated within all advertising and point-of-sale (in all formats) as of 18 October, and will build awareness over time.
QSR Media: Menu board KJ labelling, how are your customers reacting to this?
McKie: It is too early to determine the impact of the new KJ menu boards, however sales data from the initial week prior versus the week after the boards were introduced has not shown any impact.
