SAN DIEGO--(BUSINESS WIRE)--Mar. 4, 2009--
After languishing for weeks in a hospital bed following a nearly fatal
run-in with a bus, Jack, the iconic founder and namesake of Jack in the
Box® restaurants, emerged from his coma earlier this week and made his
first public appearance today. In front of employees at the company’s
headquarters, an energized Jack wasted no time getting back to work and
announced several initiatives tied to the chain’s brand-reinvention
strategy. Jack’s miraculous recovery can be seen in the fourth ad of the
chain’s brand campaign, which kicked-off on Super Bowl Sunday.
“It’s great to have Jack back as we continue to invest in a
brand-reinvention strategy that provides our guests the best quick-serve
dining experience possible,” said Terri Graham, senior vice president
and chief marketing officer for Jack in the Box Inc. “We’re committed to
re-energizing our brand through a comprehensive restaurant re-image
program, the introduction of an updated logo, and continued menu
innovation that will provide our guests exciting new products they can
order anytime day or night. Jack in the Box is one of the only major QSR
chains that offer its full menu all day.”
Key elements of the company’s brand-reinvention strategy include:
The company today introduced a new logo that sends a clear signal to
consumers that today’s Jack in the Box is not the Jack of the past. And
speaking of Jack, the new logo is infused with the personality of the
chain's iconic founder.
"Our new logo reflects how the Jack in the Box brand has evolved in
recent years," said Graham. "We're upgrading our menu, service and
restaurants. Now, it's time to upgrade our logo.”
The new Jack in the Box logo, which was tested at several locations in
the chain's hometown of San Diego, features the company's signature red
hue and cube-style design. But similarities to its tilted, red box
predecessor end there. The new logo prominently features the name "Jack"
in script lettering above a simpler, low-key "in the Box," with the
swooping tail of the "k" in "Jack" mimicking the large, red smile of the
"Many of our guests refer to us simply as 'Jack,' so emphasizing that
through the new logo seemed like a natural progression," said Graham.
The new logo will be rolled out on packaging, uniforms and in the
company's advertising over the next few months. Restaurant signage will
be rolled out over the next three to five years.
The company also today announced that a new Jack in the Box website will
launch later this month. The site will give visitors the opportunity to
view the company’s latest TV ads and step into Jack’s cool, new office.
Jack’s virtual office experience will offer a variety of interactive
options for fans. For example, visitors can have Jack make personalized
phone calls on their behalf and send e-mail messages to their friends.
On the site, visitors can also purchase Jack Ca$h® cards and view
extensive menu and nutritional information.
Restaurant Re-image Program
A major element of the company’s strategic initiative to reinvent the
Jack in the Box brand is a comprehensive restaurant re-imaging program
that includes a complete redesign of the dining room and common areas.
The enhancements are intended to create a warm and inviting dining
experience for Jack in the Box guests. To date, 42 percent of the Jack
in the Box system features all interior and exterior elements of the
program, including ceramic tile floors, a mix of seating styles ranging
from booths and bars to high-top round tables, decorative pendant
lighting, graphics and wall collages, music, new paint schemes and
The company today confirmed that it’s accelerating the pace at which it
will enhance restaurant exteriors and expects systemwide completion by
the fall of this year. Currently, exterior enhancements are completed at
51 percent of the Jack in the Box system. The company remains on
schedule to complete all interior enhancements by the end of 2011.
Jack in the Box is known for bucking tradition when it comes to product
innovation. It was the first QSR to offer a breakfast sandwich, a
portable salad and the industry’s first all-sirloin burger. The chain
continues to push the envelope on fast-food convention with new and
exciting products, including Real Fruit Smoothies and Teriyaki Bowls.
Later this month, Jack in the Box will launch a new product platform
with the introduction of Mini Sirloin Burgers, which feature a trio of
all-sirloin patties topped with American cheese, grilled onions and
ketchup served on bakery-style buns reminiscent of Hawaiian sweet rolls.
Though the company’s brand campaign has included multiple TV and radio
commercials, the heart of the campaign has resided on the Internet,
where the chain’s ads and viral videos have been viewed more than 4.3
million times. Jack in the Box also created an interactive website at www.HangInThereJack.com
where visitors could view the ads and videos, sign up for e-mail alerts
regarding Jack’s condition and post get-well messages. Jack’s assistant,
Barbara, took on the role of updating his Facebook and Twitter accounts
to keep fans updated on his health. In the four weeks since the bus
accident, more than 77,000 get well wishes and videos were posted on the
website and on Jack’s Facebook and MySpace pages and on Twitter. The
surge of social networking around Jack continued as more than 67,000 people
signed up to receive updates on Jack’s condition through the website,
Jack’s Facebook page and Jack’s Twitter account.
“The enthusiasm and engagement among Jack in the Box fans has been
tremendous,” said Graham. “With the campaign still ongoing, it’s too
early to gauge its full impact, but we’re very excited about the
response it’s received so far.”
[Note to media: High-resolution images from the brand
campaign are available upon request.]
About Jack in the Box Inc.
Jack in the Box Inc. (NASDAQ: JACK), based in San Diego, is a restaurant
company that operates and franchises Jack in the Box® restaurants, one
of the nation’s largest hamburger chains, with more than 2,170
restaurants in 18 states. Additionally, through a wholly owned
subsidiary the company operates and franchises Qdoba Mexican Grill®, a
leader in fast-casual dining, with more than 470 restaurants in 42
states and the District of Columbia.
Source: Jack in the Box Inc.
Jack in the Box Inc.
Kathleen Anthony, Media Relations Manager