We created the Brekk-e-tag – a tag affixed to the customers windscreen that automatically orders their favourite breakfast as they approach the drive-thru. Using the same RFID technology that drivers have been using to pay motorway tolls for decades, the tags suddenly allowed customers to get their breakfast without having to say a word.

Accessed via desktop or mobile, our bespoke mobile ordering platform lets users totally customise their order, and change it at any time. The order is then saved to their tag in real time. As the user's car approaches the drive-thru at breakfast, the tag sends their order to the receiver. Users then simply stop at the drive-thru window and collect their breakfast.

To make it a seamless experience, we created a unique radio frequency that ensured normal e-tag operation wasn't disrupted.

Brekk-e-tag was trialed at the Hungry Jack’s Tumbi Umbi store on the New South Wales Central Coast. This store was selected because of its strong and regular drive-thru trade (accounting for nearly 60% of total business) and new store design. 300 Brekk-e-tags were handed out to local high frequency breakfast customers.

One essential component of our execution was the ability to collect key data from our customer sample and help us build consumer profiles that would drive a number of restaurant level operational efficiencies. By allowing the restaurant access to stored orders, it would allow closer stock management and increased customer experience personalization opportunities.

From inception to launch we had less than 8 weeks to develop our tech, build a mobile ordering platform and create our launch collateral. All of this was achieved without a single technical hitch during either the development or implementation phases.

The Brekk-e-Tag campaign not only achieved strong media based results and talkability for the Hungry Jack’s brand but also improved the data operations around drive thru itself. Through introducing technology to essentially remove and streamline the major step in the drive thru process of order submission, we intrinsically improved all data signals around operations and customer satisfaction. From the data gleaned in our initial roll-out of the Brekk-e-Tag system we are looking to apply our learnings to any future expansions.