Hungry Jack's Uses Social Media to Keep Customers Coming Back


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Hungry Jack’s, a franchise of the International Burger King Corporation, is an iconic Australian brand that is committed to delivering quality products since opening their doors in 1971.

Read this case study to find out what happened when Hungry Jack’s launched a group buying deal with Scoopon (Australia’s leading group buying company), that returned record breaking results

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Hungry Jack's Uses Social Media to Keep Customers Coming Back

  1. 1. Case Study / Hungry Jack’sHungry Jack’s uses social media to offer customersdeals that keep them coming back for moreThe Challenge customers felt were worth sharing with their friends and family, it has helped us better direct ourHungry Jack’s is an iconic Australian brand that efforts,” says O’ committed to delivering quality products sinceopening their doors in 1971. Hungry Jack’s is So in March 2012, when Hungry Jack’s launched aa franchise of the International Burger King group buying deal with Scoopon (Australia’s leadingCorporation, and has over 345 locations group buying company), they leveraged their socialin Australia. media presence to share the deal with customers and the results were record breaking.It is their mission to ensure that their customersreturn time after time, and that they always enjoythe highest standards of quality and service. The ResultHungry Jack’s also has a focus on rewarding theirloyal customers. In the past the company offered The Hungry Jack’s deal was set to run for 24 hours,customers the chance to be part of their Burger but they decided to extend the offer for another 24Club. The loyalty program was however falling hours when over 500,000 deals sold in the first day.short in some areas. “The Burger Club did not When all was said and done, over 675,000 of thegive us a chance to engage or interact with our deals had been claimed, making it the largest groupcustomers and it was not a very cost effective buying deal in the history of Australia, and one of theprogram,” explains Joe O’Keefe Jr., Digital & Social largest in the world.Media Manager for Hungry Jack’s. The cost to Hungry Jack’s was very minimal, they were able to watch as their customers shared theThe Approach deal across various social media channels. Because customers actually pay for the deal when theyThe team at Hungry Jack’s decided that there were come into Hungry Jack’s it means they can track thebetter ways to reach their customers, so they success of this deal right to the point of purchase.started developing a social media strategy thatincluded a strong Twitter and Facebook presence. “Social media has given us the chance to runThey began using Radian6 to listen and track their a million dollar campaign like this one, withoutefforts. Using Radian6, Joe and his team were spending huge amounts of money,” explainsable to track the increase in their engagement O’Keefe. “We believe that tracking our campaignswith customers, and it gave them insight into is a crucial part of any social media strategy, andthe promotions that were gaining traction with makes it much easier to determine how we willcustomers, and those that were not resonating. progress in the future.”“We were able to see which promotionswww.radian6.com1 888 6RADIAN (1 888 672-3426) Copyright © 2012 - Radian6