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San Diego Business Journal
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A test in taste: Jack in the Box offers new fare, but quality still may be job no. 1.
Publication:
San Diego Business Journal
Publication Date: 13-OCT-03 |
Format: Online - approximately 1197 words
Delivery: Immediate Online Access |
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Full Article Title: A test in taste: Jack in the Box offers new fare, but quality still may be job no. 1.(new array of salads) |
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Article Excerpt
Over the past year or so, Jack, the fictional clown-faced icon of Jack in the Box Inc., has turned his oversized head toward a new array of salads and away from the standard burger fare that brought the San Diego-based chain to prominence in the nation's highly competitive fast-food fray.
Jack in the Box's plan is to expand its customer base from the target 18- to 34-year-old male market to include women and older adults. And it's working, said Greg Joumas, division vice president of advertising and regional marketing.
"Salads are a compelling new offering, and we created our ads thus," Joumas said. "It has increased our customer base and definitely increased transactions."
Joumas declined to cite figures. But he said that ads featuring Jack, which recently garnered the company an Effie award for "a sustained campaign," will also be a key part of the plan to upgrade its fare from fast food to "fast casual." Campaigns are coordinated with Santa Monica-based Secret Weapon Marketing, the company's advertising agency.
Traded on the New York Stock Exchange as JBX,...
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