American burger chain Carl’s Jr, known for their ads featuring scantily clad celebrities chowing down on their not-so-figure-enhancing burgers, plans to set up more than 300 stores around Australia over the next decade
Carl's Jr promotional material has prompted petitions for its almost explicit content, and the company’s 2012 campaign featuring Kate Upton was no exception. It was also hugely successful, generating over 120,000 new Likes for the brand and driving an 83% spike in website visits the week it was aired.
The Carl’s Jr Facebook page now claims over 1.1 million Likes.
Operating since 1941, the chain is adored by a customer base that says the burgers actually look like those on the menu board. This industry beating appearance has helped the franchise expand to around 1,300 outlets throughout the USA, Mexico, Russia, Singapore, the Middle East, and China.
And now Carl’s coming to Australia with model-laden campaigns unashamedly targeted squarely at 18-34 year-old Australian men.
That’s not to say all tastes aren’t catered for, with the menu featuring a low-carb burger which uses lettuce leaves instead of a bun.
It terms of targeting small business owners, Carl's Jr is on the lookout for franchisees who really know their market and business.
“They’re not looking for your mum and dad investor, they want people who have the experience running food service businesses or having property in that area,” consultant Ben Hemphill of DC Strategy, which helped Carl’s establish in New Zealand about three years ago, told BRW.
“There are a large number of companies that have tried to come from America to Australia, such as Taco Bell, which try to replicate the same model and it falls flat on its face,” Hemphill says.
“[But] now they have stores in New Zealand, the transition to Australia is a much easier transition than coming straight from America.”
What do you think, could this be your small business opening?
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