Hungry Jack’s VS Burger King: How a Trademark Dispute Created Two Brands
Did you know that in Australia you won’t find a Burger King? Instead, you will find Hungry Jack’s everywhere and they are both the same thing. When Burger King wanted to expand in Australia, they found that the brand name was already trademarked by the local business. So Burger King decided to rebrand it under a different name, “Hungry Jack’s.” The article will cover Hungry Jack’s vs Burger King key differences in their history.
The Origin of Burger King: How it All Began
Before understanding the story of Hungry Jack’s origin, we have to start with Burger King to see how it started. At first, Keith J. and Matthew Burns founded the Burger King in 1950 and named it Insta Burger King. In 1954, James McLamore and David Edgerton purchased the restaurant when it faced financial hurdles. They rebranded it as a “Burger King,” and Burger King started expanding across the US and around the world.
As of 2023, Burger King operates over 18,000 locations worldwide. Burger King becomes the second-largest fast food chain in the world.
Why is Burger King called Hungry Jack’s in Australia?
When Burger King tried to enter Australia, they discovered that a local restaurant registered the name Burger King. The company collaborated with Jack Cowin, a businessman who introduced KFC in Australia. Burger King granted a list of names to Jack Cowin, and he selected the name “Hungry Jack’s.”
The name originated from Pillsbury, a Burger King’s parent company. Pillsbury had a pancake called Hungry Jack’s. The first Hungry Jack’s location achieved immediate success. Over the years, Hungry Jack’s expanded in several states.
The Hungry Jack’s VS Burger King Legal Battle (1996-2001)
In 1971, Burger King faced a trademark conflict while entering Australia. Burger King could not use its name in Australia because it was inaccessible due to legal rights. They introduced the name “Hungry Jack’s” to avoid legal issues and offer the same menu as Burger King. And Hungry Jack’s gained recognition as a leading fast food brand across Australia.
What started the dispute?
In 1991, Burger King imposed stricter conditions in his agreement with Hungry Jack’s. Burger King intended to directly control the Australian market. Because Hungry Jack’s had secured exclusive rights to operate the brand in Australia.
Between“ 1991 and 1996,” Burger King imposed difficult conditions for Hungry Jack’s. Burger King began accusing Hungry Jack’s of failing to meet the expansion deadlines. This led to the Hungry Jack’s vs Burger King dispute.
The Legal War Begins: The 1996 Trademark Expiry
The year 1996 marked the historic turning point in the Hungry Jack’s vs Burger King legal dispute. This was the year when the 30-year claim to the name “Burger King” had expired. Burger King seized an opportunity to reclaim the legal name of Burger King in Australia. Burger King terminated Hungry Jack’s agreement to take control in the Australian market.
Hungry Jack’s, along with his legal team, began proceeding against Burger King in court. They alleged that Burger King had breached the agreement. The Hungry Jack’s vs Burger King dispute emerged as a prolonged legal and market battle.
Court Ruling & Outcome
On 21 June 2001, the Australian court ruled in favor of Hungry Jack’s. The court mandated that Burger King pay $47 million in damages. The trademark of Burger King was handed over to Hungry Jack’s. The court decision was a victory for Hungry Jack’s.
In 2002, Burger King decided to exit the Australian market. Burger King transferred all its operations to Jack Cowin under the name “Hungry Jack’s.” Hungry Jack’s rebranded all the 81 locations under him. Now Hungry Jack’s and Burger King both maintain productive relationships.
Key Differences between Hungry Jack’s and Burger King:
Hungry Jack’s and Burger King represent the same brand under a different name. Hungry Jack’s Australian fast food version of Burger King. Here are the key differences:
Branding & Design
The logos are similar in design but not identical. The Hungry Jack’s logo is like the Burger King 1994 logo, with fewer redesigns throughout the year. Both brands use the same design element and similar material for packaging.
Both brands share the same brand essence, with different branding and marketing strategies. Burger King features bold, bright, and vibrant colors. While Hungry Jack’s uses darker shades of red and yellow with neutral tones.
Menu variation
Hungry Jack’s and Burger King both offer Whoppers, chicken sandwiches, and soft drinks. Hungry Jack’s has exclusive Australian items like the Aussie Burger, which includes beetroot. The grilled chicken sandwiches, bacon, and cheese wrap are only found in Hungry Jack’s. Hungry Jack’s tastes like Burger King but with a twist in it.
Taste and customer preferences
Many Australians claim that Hungry Jack’s tastes better than Burger King because of their unique recipe formulations. Hungry Jack’s adopts local tastes and preferences for its brand, while Burger King maintains standard global menu options.
Hungry Jack’s offers a wider variety of menu items with higher-quality meat. Customer surveys show Hungry Jack’s has a strong smoky flavor in flame-grilled burgers. Hungry Jack’s has developed a distinct flavor as a fast food chain in Australia.
Are Hungry Jack’s and Burger King the same today?
Jack Cowin, an Australian businessman, owned Hungry Jack’s through Competitive Food Australia. It is the Australian franchise of Burger King. Restaurant Brand International (RBI) is the parent company of Burger King. In Australia, Hungry Jack’s operates as an independent franchise.
Despite some menu items like the Aussie Whopper, both brands feel identical to customers because of the similarities in taste, branding, and service.
Menu Comparison: Hungry Jack’s vs Burger King
We have compared Hungry Jack’s vs Burger King in terms of prices below:
| Category | Hungry Jack’s | Burger King |
| Whopper Burger | $8.95 | $8.95 |
| Cheese Burger | $3.95 | $3.95 |
| Tendercrisp Chicken burger | $7.95 | $7.95 |
| Vegan Whopper | $8.95 | $8.95 |
| French Fries | $2.95 | $2.95 |
| Onion Rings | $3.95 | $3.95 |
| Bacon & Muffin | $4.95 | $4.95 |
| Hershey’s Sundae Pie | $3.95 | $3.95 |
Frequently Asked
Conclusion
Hungry Jack’s is the Burger King in Australian style, a brand that speaks to its audience. The Aussie burger reflects Australia’s unique culture with a beetroot and egg. Legal disputes, strategic branding, and strong customer preferences have kept Hungry Jack’s independent. While the name is different, the iconic flame-grilled taste still remains the same.
The products of Hungry Jack’s are better in size, taste, and value. Today, Hungry Jack’s operates a Burger King franchise in Australia. Hungry Jack’s had more than 400 stores in the country, with over 19000 employees working in them. Hungry Jack’s vs Burger King, which would you like to prefer?
