Hungry Jack’s is set to tackle McDonald’s for a share of the Quick Service Restaurant (QSR) coffee scene, unveiling an innovative new concept store. The new Jack’s Café concept is being trialled in five locations across Canberra, giving customers a taste of barista-made coffee and speciality beverages through drive-through and dine-in formats.
While Hungry Jack’s is no stranger to breakfast and coffee offerings, the latest Jack’s Café concept sees the iconic chain revamp its strategy.
For years, arch-rival McDonald’s has laid claim to the QSR coffee space, with a recent report from market research firm Roy Morgan revealing that of the nation’s 5.6 million coffee shop visitors, nearly 2.3 million visited a McCafe branded outlet.
“The success of McCafe is built off the huge number of visitors to McDonald’s. Over 10.6 million Australians buy from McDonald’s in an average six months,” Roy Morgan CEO Michele Levine said.
The soft launch sees Hungry Jack’s weigh into the café-format bolt-on for the first time, buoyed by a growing demand for quality coffee.
Jack’s Café initiative
The key to the Jack’s Café concept success will be the chain’s ability to leverage a supreme product.
Scott Baird, Hungry Jacks CMO said months of preparations and sourcing had led to what he believes is a winning formula in Jack’s Café blend of Arabica beans from Papua New Guinea and Cost Rica.
“We know our customers love the convenience of our drive-thru and Jack’s Café will elevate our offering, with the introduction of barista coffee and speciality beverages,” he said.
‘‘The Canberra trial will ensure the right foundations are in place to execute high quality barista coffee in all of our restaurants and we look forward to bringing this concept to all of our customers in the future.”
In order to facilitate the Canberra trial, Baird also revealed that a rigorous training program had been implemented. A dedicated barista has been appointed at each of the Kambah, Belconnen, Fyshwick, Gungahlin and Queanbeyan stores, with new equipment added to streamline operation and ensure quality.
Hungry Jack’s future
While the new Jack’s Café concept is the chain’s most adventurous implementation to date, it follows a consistent pattern of innovation for Hungry Jack’s.
In recent weeks, the fast-food chain rolled out its Rebel Whopper, a plant-based alternative aimed at the developing ‘flexi-tarian’ movement. The new innovation was the brain-child of Hungry Jack’s founder Jack Cowin, who alongside the CSIRO brought the meat-free menu addition to life.
The second half of the year is firming as a strong one for the iconic fast-food chain, however, all eyes will be on the Jack’s Café concept roll-out.
According to Hungry Jack’s, the chain is in a strong position to introduce the new format nation-wide, pending a successful trial.