After a light searing on the reality grill of social media, Hungry Jack's founder Jack Cowin has stepped in to end the legal action against a Central Coast burger bar and its Wambie Whopper.
The burger giant faced a social media backlash last week after it emerged that the burger joint had been served legals with regard to the name Whopper. Residents rallied and made known their thoughts via the local press and social media. The amplification effect soon had thousands of people pledging not to buy Hungry Jack's burgers and the firm's Facebook page was awash with negative comments. The group also bombarded Cowin's inbox with messages.
The situation was inflamed because Hungry Jack's appeared hesitant to acknowledge the issue, with neither its brand teams nor agencies seemingly willing to act.
Cowin took action on Friday with an open letter on Hungry Jack's own Facebook page. The fast food chain's founder and Competitive Foods Australia executive chairman said that the company had been impressed with social media support for the issue.
He pointed out that he had started the chain as a single operation back in the '70s and recognised the rights of small businesses.
"The decision to withdraw our letter related to our sensitivity to being labelled a "bully" and as a bigger company endeavouring to treat a small business unfairly. That was not our intent but rather a means of protecting the goodwill behind a nationally recognised name in which we have invested heavily over a log period," Cowin wrote.
"We have subsequently concluded that this business has been in operation for many years, does not do any harm to our name and image at its existing location and the public will not be confused with thinking "Wambie Whopper" is a Hungry Jack's product."
Matt Burke, a former Wamberal resident who helped start the campaign against Hungry Jack's, was pleased that the company had listened to reason. He said that in his view, "the campaign is a bit of a game changer for social media brand management and the relationship with protecting IP".
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