Jack in the Box
From Wikipedia, the free encyclopedia
| Jack in the Box, Inc. | |
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| Type | Public (NYSE: JBX) |
|---|---|
| Founded | 1951 (San Diego, CA) |
| Headquarters | San Diego, CA |
| Key people | Linda Lang, CEO & Chairwoman Robert Oscar Peterson, founder |
| Industry | Restaurants |
| Products | Fast food (including hamburgers, french fries, and milkshakes) |
| Revenue |  $2.765 billion USD (2006) |
| Employees | 45,000 |
| Slogan | We Don't Make It Until You Order It. |
| Website | www.jackinthebox.com |
Jack in the Box (NYSE: JBX) is an American fast-food restaurant founded in 1951. In total, the chain has 2,062 locations in 17 U.S. states, mostly in the western half of the country. Most of the outlets are in California (892), followed by Texas (547), Arizona (157), and Washington (129). The company also operates the Qdoba Mexican Grill chain and the Quick Stuff convenience store chain.
Some of its food items include the Big Cheeseburger, Potato Wedges, and Ultimate Cheeseburger. The company also offers ethnic cuisine -such as egg rolls and tacos, along with breakfast burritos. New items come in on a rotation every three years, including the Philly Cheesesteak and the deli style pannidos. In locations in Hawaii, local delicacies are a regular part of the menu. They include the Paniolo Breakfast (Portuguese sausage, eggs, and rice platter), teriyaki chicken and rice bowl (now discontinued), and saimin. In the Southeastern United States, the company offers biscuits and sweet tea. Recently, Jack in the Box also introduced its own Ciabatta Burger, which is currently offered in a variety of styles. Its more recent foray in to the deli market was the less-popular Ultimate Club Sandwich which was initially removed in Arizona due to poor sales and has since been phased out at all locations.
Many Jack in the Box locations are freestanding, while others may be attached to some gas station service centers or at malls and shopping centers. All Jack in the Box locations serve the entire menu, including breakfast, during all operational hours, and many Jack in the Box locations are open 24 hours a day, 365 days a year.
In early 2004, Jack in the Box Inc. introduced its new "fast casual" restaurant, JBX Grill. By 2006, however, Jack in the Box canceled the JBX Grill idea, reverting all JBX Grills back into original Jack in the Box stores. This was due to poor sales, and it allowed them to focus on core expansion.
In May 2006, the CEO Jack character launched his own MySpace, complete with a fictional biography.
In 2006, Jack in the Box Inc. announced plans for nationwide expansion by 2010. As of yet, no specific locations have been announced.
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[edit] Advertising campaigns
In the 1970s, Jack in the Box commercials involved a small 3 1/2-year-old joyous boy named Rodney Allen Rippy. He usually sang, "Make life a little easier..."
The restaurant gained in popularity after a highly successful marketing campaign that featured the fictitious Jack in the Box CEO "Jack" character, who has a ping pong ball-like head and is dressed in a business suit. Its commercials tend to be lightly humorous and often involves Jack making business decisions about the restaurant chain's food products. In addition, many of its commercials have advertised free car antenna balls with every meal, thus increasing brand awareness. Hence, these Jack in the Box antenna balls can be seen on many cars, especially on the West Coast. They are also considered collector's items.
Originally, Jack was a clown-like character, but he was blown up and supposedly "killed" in a 1980 commercial to give the chain a more mature appeal and look. Then-owner Ralston Purina tried further to mature the restaurant's image, renaming it "Monterey Jack's" back in 1985, a disastrous move that lasted a short time and the Jack in the Box name was restored in 1986. He returned ("thanks to the miracle of plastic surgery," according to Jack) in his more serious, modern form in late 1994. At the end of his first commercial back, he "blew up" the Board of Directors as retribution. In 1999, Foodmaker Inc., the corporate name of Jack in the Box, was renamed to fit its core brand.
During the height of the now-defunct XFL, one of the continuing ad series involved a fictitious professional American football team owned by Jack. The team, called the Carnivores, played against teams such as the Tofu Eaters and the Vegans.
Another ad circa 2000 involved a man washed up on a remote island with only a Jack in the Box antenna ball as company. The ad effectively mocked both the movie Cast Away and the TV show Survivor. An aspiring director claiming the agency had appropriated his idea for the ad had his lawsuit against the ad agency thrown out; in fact, his sample ad had appropriated the campaign's already existing character, logo, and ending images (the dropping of paper bags) without permission.
The Meaty Cheesy Boys, a mock boy band, were created during an ad campaign featuring an out-of-control advertising executive previously fired by Jack. The same ad exec featured in a spot where a medical doctor made exaggerated claims of the benefits of fast food -- that it would cure baldness, help trim extra pounds, and prevent tooth decay. Jack asks the ad exec incredulously, "Where did you find this guy?" The ad exec responds proudly, "Tobacco company."
In April 2006, Jack in the Box launched an ad campaign called Bread is Back, taking a stab at the low-carb diets of recent years. Also, the commercials aired in states far away from a Jack in the Box location.
Because of its extensive dollar menu and late night hours, Jack in the Box is considered in some circles to be a restaurant frequented by marijuana smokers or "stoners". In 2006, Jack in the Box took use of this perception creating a commercial where a typical stoner who is indecisive about ordering. When faced with a decision, the Jack in the Box figurine in his car tells him to "stick to the classics" and order 30 tacos implying that he has the "munchies".[1] This ad later stirred up controversy among a San Diego teen group who claimed that the ad was irresponsable showing a teenager who was under the influence of drugs. To protest, they presented the company with 2000 postcards protesting the ad, despite the fact that it had not aired since the begining of the previous month.
A subsequent ad touting the chain's milk shakes aired circa 2003 and was shot in the stilted style of a 1970s-era anti-drug spot, urging kids to "say no to fake shakes" and featured "Larry The Crime Donkey."
[edit] Slogans
- Watch out Mac. Jack's Back!
- We don't make it 'til you order it!
- We don't stop serving breakfast at 10.30am. Heck, we don't even stop serving it at 10.30pm!
- Safer than a tube sock!
- The food is better at the box!
[edit] Food safety
In 1993, Jack in the Box suffered a major crisis involving E. coli bacteria. Four people died and hundreds of others became sick after eating undercooked hamburgers contaminated with the bacteria at locations in the Seattle area and other parts of the Pacific Northwest. The chain was faced with several lawsuits, each of which was quickly settled. Due to the backlash reaction to the crisis, Jack in the Box closed all of its locations in Colorado by May 1996. A food-safety initiative was put into place, including a new mandate that Jack in the Box hamburgers be cooked well-done instead of rare, as was previously done.
This incident was covered in the book Fast Food Nation.
[edit] Trivia
The familiar drive-thru clown head appears in the films Scavenger Hunt (1979) and My Fellow Americans (1996).
[edit] Colloquial Special Items
A Septo is a big cheeseburger with 6 additional hamburger patties, for a total of seven patties.
[edit] Locations
[edit] United States
- Arizona
- California
- Hawaii
- Idaho
- Illinois (St. Louis Metro)
- Louisiana
- Missouri (St. Louis Metro)
- Nevada
- New Mexico
- North Carolina
- Oklahoma
- Oregon
- South Carolina
- Tennessee (Nashville)
- Texas
- Utah
- Washington
The chain formerly operated in Detroit and Chicago as well.
[edit] International
In the early '90s, Jack in the Box was expanded to several countries, including:
The Hong Kong and Philippines locations closed in late 1998 and 1999. All other international locations have since closed.
