When you go to Jack in the Box’s corporate headquarters, two anonymous mid-rise buildings in a San Diego, Ca office park, the first thing you observe will be the branding. Jack, the fast food chain’s mascot and imaginary Chief executive officer, is everywhere. Jack includes a parking spot outside of the building. Jack appears on the wall decorations. Jack appears on signs for each room and office. Jack randomly pops up in the hallways. Jack owns the place.
And Jack’s chain are at a crossroads. As quickly food restaurants go, www.allfoodmenuprices.org/jack-in-the-box-menu includes a solid market niche. They’ve got a lock on junk-food-loving millennials thanks to things like their Buttery Jacks (cheeseburgers using a hefty topping of herb butter) and late night “Munchie Meals” (including stuff like a hamburger using a grilled cheese sandwich for buns and a chicken-and-nacho chips sandwich), and the chain’s restaurants certainly are a regular sight inside the cities, suburbs, and small towns of the west coast. But Jack in the Box-whose corporate parent also owns Mexican chain Qdoba-lacks a signature item. As hard as they’ve tried, they’ve never created a Big Mac, a Whopper, or perhaps a newfangled breakout hit like Doritos Nachos Supreme Tacos.
After January, Jack inside the Box is rolling out a whole new burger referred to as “Double Jack.” The sandwich includes two quarter-pound patties, American cheese, lettuce, tomatoes, ketchup, mustard, pickles, and onions on a butter-toasted bun. The burger, whose name was already trademarked by the brand, made its formal debut in a Super Bowl ad and is made to highlight an extended laundry listing of changes Jack is making for their core product. The Super Bowl advertisement also revealed a much larger publicity stunt designed to promote the menu changes: A giveaway of a single million free hamburgers from the fast food chain. Upon visiting Jack within the Box’s website, customers can sign-up to possess a coupon to get a free Double Jack or Jumbo Jack burger brought to them by email or message.
The Double Jack reaches the center of a bigger campaign called the “Declaration of Delicious” anchored across the Super Bowl ad. The Declaration of Delicious, which features (needless to say, and God bless them) a colonial-attired Jack named “Jack Washington,” is made to introduce the public to much larger changes Jack in the Box is making to the menu.
That new buttered bun (inspired through the breakout rise in popularity of the Buttery Jack?) is making its method to Jack’s other burgers and chicken sandwiches. The burgers are switching from heavily seasoned patties that are a miracle of contemporary food science to unseasoned 100% beef patties (except for the Buttery Jack, that will have what the brand calls a “signature patty” whose non-100% beef nature is noted in advertising asterisks as seen below). The tomatoes and lettuce the chain uses are tweaked. Jack in the Box’s marketing team tells me they’re even making the change to real mayonnaise.
In 2015, the biggest fast food industry development was McDonald’s launch of their all-day breakfast. Once the global fast food giant chose to offer breakfast whatsoever hours in america, it spiked need for eggs from suppliers and coincided with a sharp rise in egg prices as a result of government regulation in leading states including California that required larger cages for egg-laying chickens. McDonalds’ decision to offer all-day breakfast was challenging for Jack within the Box, that has offered an all-day breakfast because the 1970s.
Inside an earnings call earlier this December, Jack in the Box’s real life CEO, Leonard Comma, told investors that his chain was centering on hamburgers in reaction to McDonald’s breakfast expansion. The chain, however, doesn’t possess a flagship burger. The Double Jack joins (at press time) two different Buttery Jacks, a Spicy Sriracha Burger, the Sourdough Jack, two kewmnj Ultimate Cheeseburgers, the Jumbo Jack, the Big Cheeseburger, and two smaller Junior burgers. There’s no clear flagship burger, nevertheless the chain is doubling down on the idea that a burger should exist for every conceivable taste and value point.
However, the kind of menu items they could offer are limited because of their loyal customer base. Keith Guilbault, the chain’s tireless CMO, explained that nearly 70% of the chain’s clients are drive-thru customers, and the customer base skews heavily toward millennials. The drive-thru issue, especially, determines the kinds of menu items which Jack inside the Box sells: McDonald’s, Burger King, and Wendy’s all have higher dine-in rates than Jack inside the Box. Whatever new menu items the chain rolls out have to be friendly to in-car eating.