Hungry Jacks has today launched a new way for customers to order their breakfast and they don’t even have to utter a word. The new ordering system is called the Brekk-e-Tag, a device that works the same as the e-tag and is currently trialling in the NSW town of Tumbi Umbi.
The Brekk-e-Tag clips onto a car’s windscreen and automatically orders the consumer’s favourite breakfast upon entering Hungry Jack’s drive-thru. Customers activate their tag by registering their regular order on the Brekk-e-Tag website.
Upon entering the drive-thru, the customer’s order is read by a receiver that uses radio frequency identification base technology [RFID]. This technology can pick up Brekk-e-Tag devices within a range of five to eight meters, meaning an order can be received and processed before the driver even enters the drive-thru. The Brekk-e-Tag beeps once an order is recognised and the customer proceeds straight to the window to collect and pay.
This is just the beginning of new drive-thru experiences and as technology improves customers will expect faster and more convenient service. The Brekk-e-Tag may be a revolution for Hungry Jacks, but I question why just stop at frictionless ordering, why not go the whole ten yards and create frictionless payment too?
Technology and improving customer service experience has led to global fast food chains like Domino’s reclaiming the market. Domino’s reinvented and revolutionised itself by transforming from a pizza delivery company and into a technology company. The global chain created an app that allows orders to be conducted via voice, social media and even pizza emojis.
The effect technology has had on Domino’s is evident through its performance and levels of customer satisfaction. At the start of 2008 Domino’s share price hovered over $10.6, and since its adoption of technology its share price has skyrocketed to $131.6, which was recorded in March this year.
In August Domino’s also announced a partnership with Australian drone startup Flirtey to launch the world’s first ever drone delivery service in New Zealand. As Hungry Jacks is all about the in-store and pick-up experience, the adoption of e-tag technology is the latest attempt to increase its sales in the ever competitive Australian fast food market.
‘The burgers are better at Hungry Jacks,’ which is exactly what the company wants us to believe but does anyone really fall for that mantra? What really matters more: taste, or convenience?
According to IBISWorld the fast food burger market in Australia has climbed to a revenue of $7 billion, this includes the industry heavy weights like McDonald’s and Hungry Jacks, and also the niche burger establishments like Mary’s and Ogalos.
McDonald’s is the biggest fast-food chain in Australia and in December held 15.2 percent of Australia’s $15.6 billion fast-food industry, compared to Hungry Jack’s share of 5.9 percent. The same market research report revealed that consumer preference is rapidly changing and the entry of more premium burger shops has supported strong revenue growth in the last five years.
To win back consumers Hungry Jacks has recently rolled out a new gourmet menu called the Grill Master. The burgers are made with Angus beef patties and brioche buns, with a side of thick cut chips. The restaurant itself has also gone through a makeover revealing two new-look restaurants, one in Burnie Tasmania and the other in Tumbi Umbi, currently the residence of the Brekk-e-Tag.
More than 60 percent of Hungry Jack’s sales are made through drive-thru, which is why it is important for the company to focus its innovations on order and pick-up services.
“Customers go through the Hungry Jack’s drive-thru not only for the great tasting food but also because it is convenient and quick, we’re always striving for ways to make that experience even better,” Hungry Jack’s Chief Marketing Officer, Scott Baird told News.com.
“We can’t wait to see how our customers respond to the technology and hopefully soon we’ll see it in more of our restaurants across the country,” he added.
Image: Hungry Jacks Brekk-e-Tag. Source: YouTube.