Hungry Jack’s is going after Australia’s fried chicken market, launching a new Jack’s Fried Chicken range.
The fast-food maker says it has spent two years testing the new recipes and promises to serve up burgers that are 40 per cent bigger than its “closest rival” (which is presumably KFC).
The launch of the new range comes as Hungry Jack’s and YouGov release new research detailing the growing popularity of fried chicken.
According to the study, 48 per cent of Aussies would be willing to give up “one of life’s great pleasures” to get their hands on a good fried chicken burger. This includes giving up a good night’s sleep (27 per cent), their actual partner (19 per cent), or even sex (21 per cent).
Hungry Jack’s Chief Marketing Officer, Scott Baird said: “We know Aussies are craving bigger, juicier fried chicken burgers, so Hungry Jack’s is taking the lead with the biggest, thickest, and juiciest fried chicken available. Aussies are absolutely going to fall in love with Jack’s Fried Chicken Burgers.”
Speaking to the AFR, Hungry Jack’s owner Jack Cowin said the new offering was also the result of the rising cost of beef and increased chicken consumption.
“We are a nation of chicken eaters now,” he said. “Where it’s going, you want to get on the bandwagon.”
Cowin also said the new fried chicken range would be “a main event” in terms of Hungry Jack’s’ marketing activity.
Hungry Jack’s has released a new campaign for its fried chicken.
Earlier this year, it was revealed that Hungry Jack’s had spent more on digital advertising than any of its competitors, splurging $28,000,000 in digital ad spend from March 1 2020 – July 31 2021.
