Adam Simpson: Hungry Jack’s Ownership & Coaching Future

Adam Simpson coached the West Coast Eagles to a 2018 premiership, played 306 games for North Melbourne, and now owns Hungry Jack’s franchises – an unusual career arc that keeps people asking what he’s doing now. Between the coaching speculation, the fast-food headlines, and the legal questions around the brand he’s invested in, here’s what’s actually known about his current life.

Current role: Former West Coast Eagles senior coach (2014–2024) · Playing career: North Melbourne midfielder, two-time premiership player (1996, 1999) · Notable legal case: Hungry Jack’s vs. McDonald’s trademark battle (lost by McDonald’s in 2024) · Coaching record: Premiership win with West Coast Eagles (2018) · Latest news: Ruled out of Carlton and Essendon coaching races (2025)

Eight key facts about Adam Simpson, from his playing days to his current business interests:

What does Adam Simpson do now?

Adam Simpson coaching hiatus explained

• Simpson stepped down as West Coast Eagles senior coach in 2024 after 11 seasons and 244 games (LinkedIn profile)
• He has publicly ruled out short-term coaching offers from Carlton and Essendon in 2025
• He is not currently employed as an AFL coach in any capacity

The 2025 coaching carousel turned quickly, but Simpson’s name quietly dropped off the list. After being linked to vacancies at Carlton and Essendon, he made it clear he wouldn’t be putting his hand up. The decision surprised some observers who expected a return to the sidelines after a year’s break.

Current professional activities

• Simpson still owns and operates two Hungry Jack’s stores in Western Australia (The West Australian)
• He keeps a low public profile, with no regular media commitments
• His business interests are run through Simpson Promotions Pty Ltd

The pattern: Simpson appears to be treating his post-coaching phase as a genuine pause, not a retirement. The Hungry Jack’s franchises give him income and structure, but they don’t look like a long-term career pivot for someone who’s spent 20 years inside AFL systems.

Does Adam Simpson own Hungry Jack’s?

Hungry Jack’s franchise ownership structure

• Simpson purchased the Carlisle Hungry Jack’s restaurant in September 2020 through Simpson Promotions Pty Ltd (The West Australian)
• He added the South Perth franchise in May 2023
• When asked about the purchases, Simpson told reporters the matter was “nothing to do with coaching” and that he didn’t “find it a public issue” (The West Australian)

An AFL spokesperson declined to comment on personal business matters.

McDonald’s vs. Hungry Jack’s lawsuit background

• McDonald’s launched a three-year legal battle against Hungry Jack’s over the use of the “Big Jack” burger name
• McDonald’s lost the case in 2024, allowing Hungry Jack’s to continue using the name
• Simpson was not personally named as a defendant — the lawsuit was between McDonald’s and Hungry Jack’s Pty Ltd

The legal fight drew attention to Simpson’s business ties because Hungry Jack’s is the Australian franchise brand of Burger King, and the case became a talking point on AFL media shows. On Channel 7’s The Front Bar, Simpson’s ownership was treated as a light-hearted segment, not a scandal (PerthNow).

Where does Adam Simpson live now?

• Simpson resides in Perth, Western Australia
• He previously lived in Melbourne during his playing career with North Melbourne
• He and his wife Michelle sold their Quindalup holiday home for $1.7 million in 2025, according to reports (source not verified in this article)

Perth has been Simpson’s base since he took the West Coast senior coaching role in 2014. Even after leaving the club, he has stayed in the city, likely tied to his Hungry Jack’s business operations. His move to Perth was a significant shift from his Melbourne roots, but he has built a life there over more than a decade.

Who is Adam Simpson’s wife?

• Simpson is married to Michelle Simpson
• The couple has children together, though their names and ages are not publicly disclosed
• Michelle has largely stayed out of the media spotlight

How much does Adam Simpson get paid?

• Simpson’s reported AFL coaching salary was around $800,000 to $1 million per year during his tenure with West Coast
• His current income from the Hungry Jack’s franchise is not publicly disclosed
• One biography site estimates his net worth at around $5 million, though this figure is not independently verified (Biography site)

The $5 million net worth figure should be treated with caution — it comes from a low-authority source and no official financial disclosure exists for Simpson. AFL senior coaching salaries are typically in the range reported, but the exact terms of his West Coast contract were never made public.

Did McDonald’s sue Hungry Jack’s?

Why McDonald’s lost the trademark battle

• The case centered on Hungry Jack’s “Big Jack” burger, which McDonald’s argued infringed on its “Big Mac” trademark
• McDonald’s lost the three-year legal battle in 2024
• Hungry Jack’s was permitted to continue using the “Big Jack” name

The lawsuit was a corporate dispute between two multinational chains, not a personal legal problem for Simpson. However, because he owns Hungry Jack’s franchises, some media coverage conflated the two stories. The legal ruling was a win for Hungry Jack’s and a costly loss for McDonald’s, which had pursued the case aggressively.

Impact on Hungry Jack’s operations

• Hungry Jack’s continued normal operations throughout the legal proceedings
• Simpson’s franchise outlets were not directly affected by the case
• The legal victory reinforced Hungry Jack’s ability to market its products without interference from McDonald’s

The implication: for Simpson as a franchise owner, the legal outcome removed a potential reputational cloud. Had McDonald’s won, it could have forced a menu rebrand that might have affected foot traffic at his stores. The victory effectively removes that risk.

Timeline

• February 1976: Born in Melbourne, Victoria (Wikipedia)
• 1995–2008: Played 306 games for North Melbourne, won two premierships (1996, 1999) (Wikipedia)
• 2009–2013: Assistant coach at Hawthorn, won 2013 premiership (Wikipedia)
• 2014–2024: Senior coach of West Coast Eagles, won 2018 premiership (LinkedIn profile)
• September 2020: Purchased Carlisle Hungry Jack’s franchise (The West Australian)
• May 2023: Added South Perth Hungry Jack’s franchise (The West Australian)
• 2024: Parted ways with West Coast Eagles; McDonald’s loses trademark battle against Hungry Jack’s
• 2025: Ruled out of Carlton and Essendon coaching positions

What’s confirmed and what’s not

Quotes and perspectives

“I don’t find it a public issue.”

— Adam Simpson, speaking to The West Australian on his Hungry Jack’s ownership

“It’s nothing to do with coaching.”

— Adam Simpson, The West Australian

An AFL spokesperson said the league did not comment on personal business matters of coaches.

— The West Australian

For the AFL community watching Simpson’s next move, the choice is becoming clearer: commit to a full business career or return to coaching when the right opportunity emerges. A third path — staying in limbo — becomes less sustainable with each passing season.

Related reading: **Craig McRae**

For a deeper look at Adam Simpsons post-coaching career, including his net worth and business ventures, this detailed profile covers all the key developments.

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