RISE - Menu Monitor

Menu Positioning |
Hamburgers represent the core of the Jack in the Box menu, including the signature Jumbo Jack, Sourdough Jack and
Ultimate Cheeseburger. The company also offers a value menu including tacos, a chicken sandwich and Breakfast Jack. Jack
in the Box touts its assemble-to-order system with the motto, "We don't make it 'til you order it." Jack in the Box's menu is
unusually extensive for a hamburger chain, with some 60 food items, plus more than 15 breakfast choices and about the same
number of desserts and shakes.. The menu includes burger variations, chicken, fish, tacos, snacks, breakfast, sandwiches,
fries and onion rings, salads, shakes, desserts and beverages. Burgers and other sandwiches may be served on ciabatta rolls.
Fish ’n’ Chips and Bruschetta Chicken Ciabatta Sandwich are among the many non-burger alternatives. Salads include Asian
Chicken Salad, Chicken Club Salad and Southwest Chicken Salad. Newer menu items include the Sourdough Ultimate
Cheeseburger—two jumbo beef patties topped with mayo-onion sauce, mustard, ketchup, and American and Swiss-style
cheeses on sourdough bread; Sirloin ’n’ Cheddar Ciabatta Sandwich—marinated sirloin steak, Cheddar cheese, red onions,
tomatoes and green leaf lettuce, served on toasted ciabatta bread with a creamy peppercorn mayo; Spicy Mozzarella Cheese
Sticks with a side of marinara sauce; and for dessert, Chocolate Chip Cookie Cheesecake. Breakfast options feature many
traditional favorites and combos as well as buttermilk biscuits, French toast sticks and croissant sandwiches. Ciabatta
sandwiches are another option, such as the Ciabatta Breakfast Sandwich, which features two eggs, Black Forest ham,
American cheese, bacon and hollandaise sauce on a ciabatta roll. Beverages include sodas, Dannon bottled water and
milkshakes. Shakes are available in a variety of flavors, such as Chocolate, Creamy Caramel, Oreo Cookie, Chocolate Chip
Cookie Cheesecake, Orange & Cream, Strawberry Banana, Strawberry and Vanilla. There is a separate kids’ menu. Menu
prices range from 99¢–$4.59. Checks average $4.60.
Expansion Plans |
Jack in the Box will open its first “test” restaurant in Cathedral City, CA, in five to six months. This unit will be the first location
to have a completely redesigned kitchen and dining area featuring ceramic tile floors, high-top round tables, booths and bars
and a flat screen television. (Thedesertsun.com 2/15/07)
Jack in the Box is re-entering the Colorado market after an 11-year hiatus, with the first restaurant scheduled to open in
Golden, CO, in November, and a second unit in Arvada, CO, by early next year. Jack in the Box had eight locations in the
Denver area until 1996, when its franchisee exited the market. (Lexisnexis.com 9/27/07)
Jack in the Box Inc. is planning to expand franchise operations in 2008. The company intends to sell 100 to 120 Jack in the
Box restaurants to franchisees in fiscal 2008, for an expected gain of $45 million to $48 million. The chain also expects to open
35 to 45 new Jack in the Box units, including 13 to 17 franchised locations. For its Qdoba brand, the company plans to open
75 to 90 stores, 60 to 70 of which will be franchised. (Yahoo! Finance 11/16/07)
Promotion Plans |
Jack in the Box is offering a free Ciabatta Burger with the purchase of a $20 Jack Cash Card. In addition, the restaurant is
introducing a limited edition holiday Jack Cash Card featuring Jack in a set of reindeer antlers. The cash card will also be
available in retail stores. (Company Release 11/20/06)
Jack in the Box Restaurants is offering a free Holiday Antenna Ball with the purchase of a Pumpkin Pie or Egg Nog shake as a
gift to its guests. The Pumpkin Pie and Egg Nog shakes are available in 16 and 24 oz. servings and are priced at $2.49 and
$2.99. (Company Release 11/15/06)
Jack in the Box is testing Jack TV on flat-screen TVs at 115 restaurants in Seattle and Waco, TX. Jack TV features 46 minutes
of branded content, including 33 branded films. The videos are meant to entertain as well as to promote the chain’s allproducts-all-day
menu or made-to-order sandwiches. The company also offers customers an opportunity to submit videos to
its MySpace page for a chance to be on Jack TV. Jack in the Box’s interactive initiatives are part of the chain’s plan to make
the brand “more holistic” and attract more dine-in customers. The company has seen sales increase at test stores. (Advertising
Age 2/19/07)
Menu Development |
Jack in the Box debuted Mozzarella Cheese Sticks. The breaded sticks come with a side of marinara sauce and are priced at
$1.49 for three pieces and $2.79 for six. (Nation’s Restaurant News Online 11/20/06; NRN Daily NewsFax 11/14/06)
Jack in the Box introduced its new Chocolate Oreo Cookie Shake. The item is a twist on the Oreo Cookie Shake, the
restaurant’s classic. It is available in 16-and 24-oz. servings for a limited time. It is priced at $2.49 for the 16-oz. and $2.99 for
the 24-oz. (Company Release 1/16/07)
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