Hungry Jack's® - The Burgers Are Better

Hungry Jack's® Mission Statement:
"To be the best Fast Food Hamburger Store in terms of customer satisfaction in product, service and individual store profitability".

HUNGRY JACK'S POSITION STATEMENT:
"HUNGRY JACK'S offer the most delicious hamburgers at the best value for money to really satisfy your hunger".

MARKETING OBJECTIVES:

To lift the perception of 'quality' and 'consistency' of HUNGRY JACK'S amongst the target group.
To maintain positive sales growth and increase market share.
To increase the frequency of visitations to HUNGRY JACK'S by the key purchasers.

REASON WHY:
Only HUNGRY JACK'S can provide:

Flame grilled meat cooked to perfection
The most freshly prepared salad ingredients
A choice of ingredients (have it your way)
A bigger burger at a better price

MARKETING STRATEGY:

Concentrate efforts behind the "core" products such as the "WHOPPER" and "burgers, fries & drinks".
Develop advertising that focuses on the basic consumer want of "hunger satisfaction" and presents the benefits and key attributes of a HUNGRY JACK'S burger. (ie. "flame grilling", "fresh salads/ingredients").
Consistency in the presentation of all advertising and communication pieces. (ie. "message focus", "colours" and "design"). A total look throughout - not dissipated.
"Presence Marketing" - maximum impact and cost efficiency through synergy of efforts.
Better Teamwork - "one focus".

SLOGAN OR EXPRESSION:
"The burgers are better at HUNGRY JACK'S"

MAJOR COMPETITORS:
Any prepared food eaten outside the home could be considered competition however the direct competition would best be described as any store that offers similar levels of customer service, product and value.

Why? Because of the similarities in price, product and service.

DEMOGRAPHIC FACTORS IN SITE SELECTION:
Site selection for new stores depends more on overall numbers of residents within a reasonable distance from the site (usually 3km) or traffic flow more than actual demographics.

Fast food has almost universal appeal across age groups, therefore each store may service a different primary demographic.

PARTICULAR TARGET MARKET
Our Prime Target Market for media is 18 - 39 years including those with children, however our heavy users (in fact all Fast Food heavy users), are the 18 - 25 years group.

STORE PROMOTIONS
Most major promotions are run in all stores.
Individual stores do have a limited ability to become involved in localised promotional activity within their own community.

LEGAL RESTRAINTS
There are no exceptional legal constraints different to any other company operating in the food industry. There are legal issues involving corporate law, labour and industrial relations issues, food safety, occupational safety and trade practices.

CURRENT CHALLENGES
Current challenges are no different to the challenges facing this company and this business for the last 20 years.

Growth of sales in existing stores
Growth by additional stores
Maintaining and improving the quality of our products and services

PROMOTIONAL METHODS
HUNGRY JACK'S marketing strategy relies heavily on TV advertising as the most effective media for selling our product, that is our food. Radio and Press are effective media for building awareness, but not necessarily appropriate for selling food.

STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS
STRENGTHS

Our product is measurably better than the competition in every way (size, taste, fresher ingredients, cooking method, shorter holding times, value for money).
Range of food is better than the competition.
HUNGRY JACK'S offers a more 'mature' environment for 18 - 39's than the competition.
Ownership of distinctive brands such as the "WHOPPER".
Appeal of "Have It Your Way" - customised food delivery.
Australian image.
Growing market share.

WEAKNESSES

Operations not perceived to be superior to competition.
Perceived in the marketplace as No. 2 to McDonalds (ie. a follower not a leader).
Poor distribution and high cost of entry.
Inability to nationally achieve equal share of voice with competition.

OPPORTUNITIES

Burger market continues to be strong.
Increased leisure time will lead to a greater use of fast foods.
Increased flexibility in working hours, will enhance business in previously quiet parts of the day (breakfast/late night/24 hour).

THREATS

Competitive push by McDonalds - Distribution store growth.
Product range enhancements by chicken chain operators.
Improved range of convenience foods for home use.
Increased level and availability of food home delivery services.
Increased trend towards 'light' foods, may decrease level of demand for beef based products.
Continued new store development by all major ASR brands.

MARKET SHARE CALCULATIONS
Exact market shares are difficult to determine in this industry category, as there is no direct sharing of information between competitors.

PACKAGING
HUNGRY JACK'S is a retailer of quality food products and as such our mission is to provide customers with quality convenient food quickly in a clean and pleasant environment at a value price. The packaging we provide is designed to be minimal by nature, while satisfying the consumers need for hygiene and safety as well as convenience of use and ease of disposal. HUNGRY JACK'S has as a commercial reality always adhered to the following practices when dealing with packaging:

Reduce: quantity and components of packaging
Recycle: distribution packaging through third party collection
Reuse: distribution packaging if not food contaminated
Recover: waste through litter patrols and third party collection

HUNGRY JACK'S is a signatory to the National Packaging Covenant and is committed to resource conservation, product stewardship and the principles of shared responsibility as outlined in the Covenant. Copies of HUNGRY JACK'S Action Plans and Action Plan Reportscan be downloaded from the National Packaging Covenant web site at www.packagingcovenant.org.au and clicking on Action Plans.