Why Burger King Operates as Hungry Jack’s in Australia: The Story Behind the Name

Travelers to Australia expecting to find a Burger King may be surprised to encounter Hungry Jack’s instead. This familiar-looking chain is Burger King under a different name, a result of trademark issues in the 1970s that led to its unique branding.

Hungry Jack’s: How Burger King’s Trademark Hurdle Led to a New Name in Australia

Those traveling to Australia craving a Whopper from a local Burger King might be in for price: the global burger chain technically doesn’t exist there. However, visiting Australia will reveal a familiar-looking restaurant called Hungry Jack’s, featuring a logo resembling Burger King’s—red, curved letters sandwiched between two yellow buns.

In a report by Chowhound, this similarity is not coincidental; Hungry Jack’s is essentially Burger King under a different name. When Burger King aimed to expand into Australia in the 1970s, it encountered an issue: a small restaurant in Adelaide had already trademarked the "Burger King" name. Unable to use the name, Burger King opted for an alternative, selecting "Hungry Jack’s," inspired by the franchisee who opened the first Australian location, Jack Cowin. Despite the name change, Hungry Jack’s mirrored its American counterpart in aesthetics, operations, and menu offerings.

Over the years, Hungry Jack’s has grown to around 460 locations across Australia. In the 1990s, when the Burger King trademark in Australia expired, the U.S. chain attempted to reintroduce its original name. Instead of rebranding Hungry Jack’s locations, the company opened new Burger King restaurants, effectively competing with its franchise.

Additionally, Burger King blocked Cowin from expanding Hungry Jack’s, leading to a legal battle. In 2001, Cowin won a $45 million judgment against Burger King, which resulted in all Australian Burger King restaurants being rebranded as Hungry Jack’s.

This is not an isolated case of a U.S. chain facing trademark issues in Australia; Wendy’s also encountered a similar situation with an existing ice cream chain. However, Wendy’s and the ice cream chain hold trademarks to the name, potentially allowing Wendy’s to avoid a name change.

Hungry Jack’s Mirrors Burger King with Familiar Branding, Yet Offers Unique Menu Differences

Visiting a Hungry Jack’s is a familiar experience for Burger King fans. The branding, including the “Home of the Whopper” slogan and the staff uniforms, closely resemble those of Burger King in the U.S. The menu also features items like the Whopper, fries, onion rings, and nuggets. However, there are differences: Hungry Jack’s offers a range of grilled and fried chicken sandwiches, while Burger King in the U.S. includes items like the “Angry Whopper” and sure desserts.

In business terms, Hungry Jack’s operates similarly to a Burger King franchise, with Jack Cowin’s company, Competitive Foods Australia, running the chain’s Australian operations. Although it functions as a subsidiary of Burger King, Hungry Jack’s maintains some operational distance, effectively making it Burger King’s Australian counterpart.