New Desktop and Mobile Platforms are On-brand, Off-beat and Full of
the Unexpected
SAN DIEGO--(BUSINESS WIRE)--Jan. 29, 2013--
Jack in the Box® restaurants today announced the debut of a completely
redesigned website
(jackinthebox.com) that reflects the brand’s unique personality while
delivering content in a fun way that heightens the engagement of online
visitors.
Driven by the mobile-first behavior of the QSR chain’s devoted fan base
and inspired by the innovative Jack
in the Box brand and its fictional CEO, Jack Box, the new
guest-centric site provides an experience designed to surprise and
entertain visitors in unexpected ways.
“We want to give our guests an exciting, new online presence, while
keeping the tone consistent with the brand our fans know and love,” said
Nick Fletcher, DVP of Marketing Communications at Jack in the Box. “We
felt that it was time to take a major leap forward. The new site pushes
our brand into new territory and engages Jack fans like never before.”
The redesign was executed by Struck, a Salt Lake City-based
digital-forward creative agency and the brand’s digital agency of record
since 2012.
“Our strategic approach was always to match the behavior of our core
audience,” said John Gross, Strategist and Account Director in Struck's
Portland office. "A significant amount of the traffic to this site is
from mobile devices. So we started with a mobile-first approach, always
asking how everything would look, function and perform on mobile
devices. With this new site, we plan to significantly increase the
number of repeat visitors, while prompting them to share what they’ve
discovered with their social networks, raising overall consumer brand
awareness of Jack in the Box in the digital sphere.”
The focus on consumer behavior also revealed a desire for content that
explores the world of Jack Box, the chain’s fictional CEO. The new site
delivers with branded content in unexpected places, such as photo
filters to customize Jack in the Boxproducts,
“Easter eggs” hidden in the location
finder, and an interactive “zipper” that, when unzipped, rewards
website visitors with animated .gifs, food images and other off-beat,
humorous content.
“We want to reward brand loyalists for poking around the site,” said
Matt Anderson, Creative Director in Struck’s Portland office. “Whether
it’s an animated .gif of a cat riding a bacon rocket or a photo filter
that puts Seasoned
Curly Fries in a ‘Jungle Cat’ setting, we’re providing the audience
with a range of social objects that can be shared with their friends.”
Along with the new brand site, Struck also redesigned the Jack in the
Box corporate website (jackintheboxinc.com).
The new corporate site streamlines navigation and more efficiently
provides important business information for potential franchisees,
investors and other key stakeholders.
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 2,200
restaurants in 21 states. Additionally, through a wholly owned
subsidiary the company operates and franchises Qdoba Mexican Grill®, a
leader in fast-casual dining, with more than 600 restaurants in 44
states, the District of Columbia and Canada. For more information on
Jack in the Box and Qdoba, including franchising opportunities, visit jackinthebox.com
or qdoba.com.
Source: Jack in the Box
Jack in the Box®
Brian Luscomb, (858) 571-2291
brian.luscomb@jackinthebox.com