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  Why it's hard to find a Burger King in Australia

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  [21]Under the Influence

Why it's hard to find a Burger King in Australia

  Companies often change valuable brand names when expanding to other
  countries. Sometimes the reason is a language issue. But other times,
  the reasons are far more interesting.

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  CBC Radio · Posted: Feb 20, 2020 10:24 AM ET | Last Updated: February
  20
  The 40-year-old fight for the Burger King brand name in Australia came
  to an unexpected conclusion. (Gene J. Puskar/The Associated Press)
  Listen to the full episode27:28

  Companies often change valuable brand names when expanding to other
  countries. Sometimes the reason is a language issue. But other times,
  the reasons are far more interesting.
  This week, we explore why companies change valuable brand names when
  expanding to other countries. Sometimes the reason is a language issue.
  But other times, the reasons are far more interesting. For example, Mr.
  Clean is called Meister Proper in Germany and Maestro Lindo in Italy.
  And the reason it’s hard to find a Burger King in Australia is the most
  curious story of all. Hope you’ll join us. 0:57

  When Burger King was founded in 1954, it was originally called
  Insta-Burger King and grew quickly through franchising.

  Simplifying the name to Burger King, the fast food restaurant created
  its flagship burger, the Whopper, in 1957.

  Today Burger King has 17,700 locations around the world. You can walk
  into a Burger King anywhere and be assured of getting the Whopper — as
  you know it — the way you want it:

  IFRAME: [22]https://www.youtube.com/embed/aBEgegon4qo

  Except you won't find Burger King in Australia because it's the only
  place in the world where Burger Kings are called Hungry Jack's.

  When Burger King got to Australia in 1971, it discovered there was
  already a local restaurant there called Burger King.

  So the local Burger King franchisee — who was Canadian, by the way —
  chose to go with the name Hungry Jack's instead. And when you walked
  into a Hungry Jack's restaurant, it was virtually identical to Burger
  King locations in every way — except name.

  Over the years, Hungry Jack's tried to purchase the trademark from the
  local Burger King, but failed. As Hungry Jack's became the largest
  Burger King franchisee outside of the U.S. — even though it didn't do
  business under the Burger King name — the relationship between Hungry
  Jack's and the Burger King Corporation became strained.
  The Burger King of Australia. (Wikimedia Commons)

  Then, in the mid-90s, the Burger King trademark in Australia expired.

  Burger King's international head office immediately opened up dozens of
  locations in Australia. Hungry Jack's — aka Burger King — suddenly
  found itself competing with Burger King. Then Burger King tried to
  terminate its deal with Hungry Jack's. As a result, the two brands had
  a contentious relationship for more than a decade.

  It all ended up in court in 2001, where Hungry Jack's finally won the
  Burger King rights to all of Australia.

  But after all those years and all those attempts to acquire the name,
  the fast-food company made a surprising decision. Hungry Jack's decided
  to keep the Hungry Jack's name even though it finally had the right to
  name the entire Australian chain Burger King.

  While Hungry Jack's had been trying for 40 years to get the Burger King
  name, it was building brand value in the Hungry Jack's name. The name
  was local, it was firmly established and it was purely Australian.

  To switch after all that time would have been bad business.

  The irony of a long, long fight.
    __________________________________________________________________

  For more stories about Brand Names in Different Countries, click or tap
  the "Listen" button above to hear the full [23]Under the Influence
  episode. You can also find us on the CBC Radio app or subscribe to our
  [24]podcast.
    __________________________________________________________________

  [25]Under the Influence is recorded in the Terstream Mobile Recording
  studio, a 1969 Airstream trailer that's been restored and transformed
  into a studio on wheels, so host Terry O'Reilly can record the show
  wherever he goes.

  Follow the journey on [26]Facebook, [27]Twitter and [28]Instagram, and
  search the hashtag: #Terstream.
  The Terstream Mobile Recording Studio. (Image Credit: Sidney O'Reilly)

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