Summit Innovations, an electronic communications and technology company from Melbourne, Australia, is bringing its successful software business to the United States, and is using a motorsport program to reach its target market.

Summit’s clients include KFC, Yum Australia, burger chain Hungry Jack’s, and McDonald’s Australia, all of whom now use the system and product mix exclusively in their Australian stores.

Summit Innovations provides the Speed Of Service software to Hungry Jack’s in Australia, and is embarking on an affiliation with its U.S. subsidiary, Burger King.

The company, based in Keysborough, Australia, will run a two-car team in three rounds of the Rally America championship to promote its specialized software, which is currently used in the quick-serve industry. 

According to Summit’s CEO, Hilary Evans, the motorsport sponsorship is a great way of promoting Summit’s product to industry personnel.

“It might be seen as something a little out of left field, but sponsoring a rally team in the premier U.S. series is a great way to service our clients,” Evans says.

“We have already completed product trials in Texas for Burger King, and when the rally team arrives in the USA we will have completed another series of stores for Burger King in Honduras.

“So, we will use the rallies as a marketing tool, giving our clients rides in cars and generally showing them that we are an innovative and progressive business with a will to succeed in all facets and areas that we embark on.”

Two young Victorian rally drivers, Will Orders and Ross Allan, will drive the team’s two Nissan Silvias in rounds of the Rally America series in Oregon, Pennsylvania, and Maine. Orders will also contest the iconic Pikes Peak Hill Climb in Colorado in late June.

Evans believes businesses need to look outside the usual promotional fields when looking to promote a product that has worldwide potential.

“We are about to move into South America, with Burger King in Honduras using the software, so these are exciting times for Summit Innovations,” Evans says. “Our next step with our product and the Summit Rally Team will be Asia, as it a logical step due to our location and the market potential.”

Drive Thru, News, Burger King, McDonald's