Industry News | March 18, 2011

Jack's Hitting the Road

After 60 years of serving guests driving to and through his Jack in the Box restaurants, Jack has decided to turn the tables. He’s going to start driving to his guests to serve his burgers, tacos, and fries. Jack in the Box is taking its fast-food show on the road. 

The chain debuted its first-ever mobile, brand-building Jack in the Box food truck. Dubbed Jack’s Munchie Mobile, its length is about 12 feet longer than the average food truck. Ironically, the length and height of the truck renders it unable to navigate the drive thru at most Jack in the Box restaurants.

“The mobility of a food truck enables us to serve our guests, even if there’s not a restaurant around,” says Terri Funk Graham, senior vice president and chief marketing officer for Jack in the Box.

“We’ve engineered Jack’s Munchie Mobile with state-of-the art kitchen technologies that enable us to prepare a variety of guest favorites—from our Jumbo Jack and Spicy Chicken Sandwich to our famous tacos," Graham says. "And with a powerful onboard generator, water heater, and 30 gallons of potable water, we can serve up great-tasting Jack in the Box food anywhere and anytime.”

Along with custom refrigeration and freezer units, the truck was fabricated with the same equipment as a Jack in the Box kitchen, including grill, fryer, toaster, fountain beverage dispenser, and prep area for burgers, sandwiches, and tacos. The truck also includes a 47-inch flat screen digital menuboard and satellite radio to entertain guests.

The sides of the truck feature a custom design of Jack, with a spatula in hand, driving a chariot pulled by a tiger and polar bear in hot pursuit of a Thunderbird clutching a take-out bag.

In addition to a driver, five Jack in the Box employees have been handpicked to serve as the inaugural crew. Graham says a three-employee crew is optimum to operate the kitchen, given onboard space limitations.

Jack in the Box will leverage the new food truck to support restaurant activities as well as community events. Jack’s Munchie Mobile is also available to cater public or private events throughout Southern California.