Jack in the Box is catering to a new group of nine-to-five consumers: those looking for good eats between 9 p.m. and 5 a.m.
Jack in the Box
At Arby’s, it was “legendary detective” Bo Dietl delivering a meat slicer to a competitor’s drive-thru window, reminding viewers and Arby’s fans that many competitors don’t slice on site. At Quiznos, it was a look-alike of famed gymnastics coach Béla Károlyi rating its Chicken Bacon Dipper sandwich as it sailed through the air and landed in a container of dipping sauce.
For both quick-service brands, these scenes, captured in video for TV and online audiences, successfully made fans laugh and created brand awareness, drove traffic, and inspired others to share.
Today’s young adults and teenagers—Millennials and Gen Z—are a coveted consumer demographic in quick service and are driving industry trends. Reaching these consumers, however, is an evolving process, especially since some experts believe traditional media and Facebook use are on the decline among members of those demographics.
A few quick-serve and fast-casual concepts have caught on to the trend and are trying outside-the-box marketing tactics to attract younger consumers.
Jack in the Box Inc. announced that Linda A. Lang will retire as the company’s chairman of the board and chief executive officer, effective January 1, 2014. Leonard A. Comma, currently president and chief operating officer, will become chairman, CEO, and president of Jack in the Box Inc. at that time.
Jack in the Box announced the launch of a new summer promotional campaign utilizing the mobile video platform Vine. Developed by their digital agency of record, Struck, the campaign consists of 101 videos showing Jack in the Box customers how to "Go Big,” a promotional theme reflected in such recent menu additions as Jack’s Big Stack, Big Waffle Stack, Loaded Chili Cheese Wedges, and Really Big Chicken Sandwich.
Jack in the Box Inc. announced the promotion of Elana M. “Lani” Hobson to senior vice president of operations. Hobson, a 36-year veteran of the company, was previously vice president of operations.
Early on in his career, Jim Amos, chairman and former CEO of Tasti D-Lite, would make it his mission to track down his mentor, a business leader who hated flying so much that he would drive his personal coach around the country to various meetings and engagements.
“I would call his secretary and find out where he was, and I would fly into the city just to sit in his coach and talk to him as he was driving, and learn from him,” Amos says. “I learned a great deal from this gentleman, not just about business, but certainly about life and relationships.”
The Jack in the Box Foundation announced a $325,000 donation to Big Brothers Big Sisters, its primary charitable partner since 1998.
Monies for the donation were raised during the 23rd annual Jack in the Box Charity Golf Tournament, which was held April 26 in Indian Wells, California.
The fish used for McDonald’s Fish McBites and Filet-O-Fish sandwich is not local. Nor is the product used for Long John Silver’s Whitefish Fillet. Same goes for Wendy’s Premium Fish Fillet Sandwich, Jack in the Box’s Fish Sandwich, and Quiznos’ Lobster and Seafood Salad.
Not local, that is, unless the consumer lives in a place where the sun might not come up until 9:30 a.m., depending on the time of year. A place where even Subway and Starbucks have not ventured. A place at the edge of the world.
Struck, a digital-forward creative agency located in Salt Lake City and with offices in Los Angeles, New York, and Portland, announced the launch of a new website the shop has created for Jack in the Box restaurants.
Driven by the mobile-first behavior of its fan base and inspired by the quick-service chain’s quirky brand and fictional CEO, the new consumer-centric site provides an experience that is designed to surprise and entertain visitors in unexpected ways.