Jack in the Box
Overview
Jack in the Box is an American
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...

 fast-food restaurant founded by Robert O. Peterson
Robert O. Peterson
Robert Oscar Peterson was an American businessman and philanthropist. As the founder of the Jack in the Box restaurant chain, he popularized the drive-through fast food restaurant concept...

 in 1951 in San Diego, California
San Diego, California
San Diego is the eighth-largest city in the United States and second-largest city in California. The city is located on the coast of the Pacific Ocean in Southern California, immediately adjacent to the Mexican border. The birthplace of California, San Diego is known for its mild year-round...

, where it is still headquartered today. In total, the chain has 2,200 locations, primarily serving the West Coast of the United States
West Coast of the United States
West Coast or Pacific Coast are terms for the westernmost coastal states of the United States. The term most often refers to the states of California, Oregon, and Washington. Although not part of the contiguous United States, Alaska and Hawaii do border the Pacific Ocean but can't be included in...

. California
California
California is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...

 is the state with the greatest number of outlets (927), followed by Texas
Texas
Texas is the second largest U.S. state by both area and population, and the largest state by area in the contiguous United States.The name, based on the Caddo word "Tejas" meaning "friends" or "allies", was applied by the Spanish to the Caddo themselves and to the region of their settlement in...

 (611), Arizona
Arizona
Arizona ; is a state located in the southwestern region of the United States. It is also part of the western United States and the mountain west. The capital and largest city is Phoenix...

 (177), Washington (143), Nevada
Nevada
Nevada is a state in the western, mountain west, and southwestern regions of the United States. With an area of and a population of about 2.7 million, it is the 7th-largest and 35th-most populous state. Over two-thirds of Nevada's people live in the Las Vegas metropolitan area, which contains its...

 (77), and the bi-state St. Louis
St. Louis, Missouri
St. Louis is an independent city on the eastern border of Missouri, United States. With a population of 319,294, it was the 58th-largest U.S. city at the 2010 U.S. Census. The Greater St...

 metropolitan area (72, between Missouri
Missouri
Missouri is a US state located in the Midwestern United States, bordered by Iowa, Illinois, Kentucky, Tennessee, Arkansas, Oklahoma, Kansas and Nebraska. With a 2010 population of 5,988,927, Missouri is the 18th most populous state in the nation and the fifth most populous in the Midwest. It...

, Oklahoma
Oklahoma
Oklahoma is a state located in the South Central region of the United States of America. With an estimated 3,751,351 residents as of the 2010 census and a land area of 68,667 square miles , Oklahoma is the 28th most populous and 20th-largest state...

 and Illinois
Illinois
Illinois is the fifth-most populous state of the United States of America, and is often noted for being a microcosm of the entire country. With Chicago in the northeast, small industrial cities and great agricultural productivity in central and northern Illinois, and natural resources like coal,...

).
Encyclopedia
Jack in the Box is an American
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...

 fast-food restaurant founded by Robert O. Peterson
Robert O. Peterson
Robert Oscar Peterson was an American businessman and philanthropist. As the founder of the Jack in the Box restaurant chain, he popularized the drive-through fast food restaurant concept...

 in 1951 in San Diego, California
San Diego, California
San Diego is the eighth-largest city in the United States and second-largest city in California. The city is located on the coast of the Pacific Ocean in Southern California, immediately adjacent to the Mexican border. The birthplace of California, San Diego is known for its mild year-round...

, where it is still headquartered today. In total, the chain has 2,200 locations, primarily serving the West Coast of the United States
West Coast of the United States
West Coast or Pacific Coast are terms for the westernmost coastal states of the United States. The term most often refers to the states of California, Oregon, and Washington. Although not part of the contiguous United States, Alaska and Hawaii do border the Pacific Ocean but can't be included in...

. California
California
California is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...

 is the state with the greatest number of outlets (927), followed by Texas
Texas
Texas is the second largest U.S. state by both area and population, and the largest state by area in the contiguous United States.The name, based on the Caddo word "Tejas" meaning "friends" or "allies", was applied by the Spanish to the Caddo themselves and to the region of their settlement in...

 (611), Arizona
Arizona
Arizona ; is a state located in the southwestern region of the United States. It is also part of the western United States and the mountain west. The capital and largest city is Phoenix...

 (177), Washington (143), Nevada
Nevada
Nevada is a state in the western, mountain west, and southwestern regions of the United States. With an area of and a population of about 2.7 million, it is the 7th-largest and 35th-most populous state. Over two-thirds of Nevada's people live in the Las Vegas metropolitan area, which contains its...

 (77), and the bi-state St. Louis
St. Louis, Missouri
St. Louis is an independent city on the eastern border of Missouri, United States. With a population of 319,294, it was the 58th-largest U.S. city at the 2010 U.S. Census. The Greater St...

 metropolitan area (72, between Missouri
Missouri
Missouri is a US state located in the Midwestern United States, bordered by Iowa, Illinois, Kentucky, Tennessee, Arkansas, Oklahoma, Kansas and Nebraska. With a 2010 population of 5,988,927, Missouri is the 18th most populous state in the nation and the fifth most populous in the Midwest. It...

, Oklahoma
Oklahoma
Oklahoma is a state located in the South Central region of the United States of America. With an estimated 3,751,351 residents as of the 2010 census and a land area of 68,667 square miles , Oklahoma is the 28th most populous and 20th-largest state...

 and Illinois
Illinois
Illinois is the fifth-most populous state of the United States of America, and is often noted for being a microcosm of the entire country. With Chicago in the northeast, small industrial cities and great agricultural productivity in central and northern Illinois, and natural resources like coal,...

). Since 2000, the company has also opened outlets in North Carolina
North Carolina
North Carolina is a state located in the southeastern United States. The state borders South Carolina and Georgia to the south, Tennessee to the west and Virginia to the north. North Carolina contains 100 counties. Its capital is Raleigh, and its largest city is Charlotte...

 and other Southern states. The company also operates the Qdoba Mexican Grill
Qdoba Mexican Grill
Qdoba Mexican Grill , is a chain of fast casual "Fresh Mex" restaurants in the United States serving Mexican-style cuisine. The company is owned by Jack in the Box, having been owned and expanded by ACI Capital until 2003....

 chain.

Overview

Jack in the Box competes primarily with other major national fast-food chains such as McDonald's
McDonald's
McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 64 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by the eponymous Richard and Maurice McDonald; in 1948...

, Yum! Brands
Yum! Brands
Yum! Brands, Inc. or Yum! is a United States-based Fortune 500 corporation. Yum! operates or licenses Taco Bell, KFC, Pizza Hut, and WingStreet restaurants worldwide....

 (Taco Bell
Taco Bell
Taco Bell is an American chain of fast-food restaurants based in Irvine, California. A subsidiary of Yum! Brands, Inc., which serves American-adapted Mexican food. Taco Bell serves tacos, burritos, quesadillas, nachos, other specialty items, and a variety of "Value Menu" items...

, Kentucky Fried Chicken), and Wendy's
Wendy's
Wendy's is an international fast food chain restaurant founded by Dave Thomas on November 15, 1969, in Columbus, Ohio, United States. The company decided to move its headquarters to Dublin, Ohio, on January 29, 2006. It has been owned by Triarc since 2008...

. Food items include the Jumbo Jack, Potato Wedges, and Ultimate Cheeseburger
Cheeseburger
A cheeseburger is a hamburger with cheese that has been added to it. Traditionally, the cheese is placed on top of the patty, but the burger can include many variations in structure, ingredients, and composition...

.

Jack in the Box also offers an American version of ethnic cuisine - such as egg roll
Egg roll
An egg roll is an appetizer and dinner, a variant of spring roll that has spread throughout the world as a staple of Asian cuisine. Egg rolls with fillings are commonly served in Vietnamese cuisine.-Description:...

s and taco
Taco
A taco is a traditional Mexican dish composed of a corn or wheat tortilla folded or rolled around a filling. A taco can be made with a variety of fillings, including beef, chicken, seafood, vegetables and cheese, allowing for great versatility and variety...

s, along with breakfast
Breakfast
Breakfast is the first meal taken after rising from a night's sleep, most often eaten in the early morning before undertaking the day's work...

 burritos. New items come in on a rotation every three to four months, including the Philly
Philly
Philly may refer to:Things related to Philadelphia, Pennsylvania:*Philadelphia, Pennsylvania, a city in the United States, nicknamed Philly*Philly , an American television series*Philly cheesesteak, a sandwich...

 Cheesesteak
Cheesesteak
A cheesesteak, also known as a Philadelphia cheesesteak, Philly cheesesteak, cheese steak, or steak and cheese, is a sandwich made from thinly-sliced pieces of steak and melted cheese in a long roll...

 and the deli
Delicatessen
Delicatessen is a term meaning "delicacies" or "fine foods". The word entered English via German,with the old German spelling , plural of Delikatesse "delicacy", ultimately from Latin delicatus....

 style pannidos (deli trio, ham & turkey, zesty turkey) which were replaced by Jack's ciabatta burger and included the original ciabatta burger and the bacon n' cheese ciabatta. Jack in the Box also carries seasonal items such as pumpkin pie shakes, Oreo mint shakes, and eggnog shakes during the Thanksgiving and Christmas holidays. In some locations, local delicacies are a regular part of the menu. Locations in Hawaii
Hawaii
Hawaii is the newest of the 50 U.S. states , and is the only U.S. state made up entirely of islands. It is the northernmost island group in Polynesia, occupying most of an archipelago in the central Pacific Ocean, southwest of the continental United States, southeast of Japan, and northeast of...

, for example, include the Paniolo Breakfast
Breakfast
Breakfast is the first meal taken after rising from a night's sleep, most often eaten in the early morning before undertaking the day's work...

 (Portuguese sausage, egg
Egg (food)
Eggs are laid by females of many different species, including birds, reptiles, amphibians, and fish, and have probably been eaten by mankind for millennia. Bird and reptile eggs consist of a protective eggshell, albumen , and vitellus , contained within various thin membranes...

s, and rice platter) and teriyaki
Teriyaki
Teriyaki is a cooking technique used in Japanese cuisine in which foods are broiled or grilled in a sweet soy sauce marinade...

 chicken and rice bowl. In the Southern United States
Southern United States
The Southern United States—commonly referred to as the American South, Dixie, or simply the South—constitutes a large distinctive area in the southeastern and south-central United States...

, the company offers biscuits and sweet tea
Sweet tea
Sweet tea is a style of iced tea commonly consumed in the Southern United States. Sweet tea is made by adding sugar to bags of black tea brewing in hot water while the mixture is still hot, which allows for supersaturation of the solution, enabling the tea to hold more dissolved sweetener than...

. In Imperial County, California
Imperial County, California
Imperial County is a county located in the Imperial Valley, in the far southeast of the U.S. state of California, bordering both Arizona and Mexico. It is part of the El Centro Metropolitan Area, which encompasses all of Imperial County. The population as of 2000 was 142,361. The county seat is the...

, some locations sell date shakes, reflecting the crop's ubiquity in the region's farms. In the spring of 2007 Jack in the Box also introduced its sirloin burger
Hamburger
A hamburger is a sandwich consisting of a cooked patty of ground meat usually placed inside a sliced bread roll...

 and followed this up with recently the sirloin steak melt. Its more recent foray into the deli market was the less-popular Ultimate Club Sandwich
Club sandwich
A club sandwich, also called a clubhouse sandwich or double-decker, is a sandwich with two layers of fillings between 3 slices of toasted bread. It is often cut into quarters and held together by hors d'œuvre sticks....

 which was initially removed in Arizona
Arizona
Arizona ; is a state located in the southwestern region of the United States. It is also part of the western United States and the mountain west. The capital and largest city is Phoenix...

 due to poor sales and has since been phased out at all locations.

Most Jack in the Box locations are freestanding, while some may be attached to a filling station
Filling station
A filling station, also known as a fueling station, garage, gasbar , gas station , petrol bunk , petrol pump , petrol garage, petrol kiosk , petrol station "'servo"' in Australia or service station, is a facility which sells fuel and lubricants...

 service center or at a shopping mall
Shopping mall
A shopping mall, shopping centre, shopping arcade, shopping precinct or simply mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a parking area — a modern, indoor version...

 and center. Most 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 contrast to their competitors, who often have reduced hours on major holidays such as Christmas Day and New Year's Day
New Year's Day
New Year's Day is observed on January 1, the first day of the year on the modern Gregorian calendar as well as the Julian calendar used in ancient Rome...

, or close altogether).

History

Robert O. Peterson
Robert O. Peterson
Robert Oscar Peterson was an American businessman and philanthropist. As the founder of the Jack in the Box restaurant chain, he popularized the drive-through fast food restaurant concept...

 already owned several successful restaurants when he opened Topsy's Drive-In at 6270 El Cajon Boulevard in San Diego
San Diego, California
San Diego is the eighth-largest city in the United States and second-largest city in California. The city is located on the coast of the Pacific Ocean in Southern California, immediately adjacent to the Mexican border. The birthplace of California, San Diego is known for its mild year-round...

 in 1941. Several more Topsy's were opened and eventually renamed Oscar's (after Peterson's middle name), and by the late 1940s the Oscar's locations had developed a circus-like décor featuring drawings of a starry-eyed clown.

In 1951, Peterson opened a similar restaurant on the Pacific Coast Highway in Long Beach
Long Beach, California
Long Beach is a city situated in Los Angeles County in Southern California, on the Pacific coast of the United States. The city is the 36th-largest city in the nation and the seventh-largest in California. As of 2010, its population was 462,257...

, with a giant clown's head atop the building. Called Jack in the Box, this hamburger stand had no carhops at all, but instead offered the innovation of a two-way intercom system, allowing much faster service through the drive-through window—while one customer's car was at the window, a second and even a third customer's order could be taken and prepared. Quick service made the new location very popular, and soon all of Oscar's locations were redesigned with intercoms and rechristened as Jack in the Box restaurants.

Peterson's holding company was called Foodmaker Company, which by 1966 was known as Foodmaker, Inc. All Jack in the Box locations at this time were company-owned; location sites, food preparation, quality control and the hiring and training of on-site managers and staff in each location was subject to rigorous screening processes and strict performance standards. By 1966 there were over 180 locations, mainly in California and the Southwest.

In 1968, Peterson sold Foodmaker to Ralston Purina Company. In the 1970s Foodmaker led the Jack in the Box chain toward its most prolific growth (television commercials in the early 1970s featured child actor Rodney Allen Rippy
Rodney Allen Rippy
Rodney Allen Rippy is an American former child actor. He appeared in TV commercials for the fast-food chain Jack in the Box in the early 1970s, as well as in numerous roles in television and movies....

), and locations began to be franchised. As the decade progressed, the chain began to increasingly resemble its larger competitors, particularly the industry giant, McDonald's. Jack in the Box began to struggle during the latter part of the decade, and its expansion into East Coast markets was at first cut back from original estimates, then halted altogether. By the end of the decade, Jack in the Box restaurants were being put up for sale in increasing numbers, forcing Foodmaker to respond quickly to turn the chain around.
As a result, around 1980, Foodmaker dramatically altered Jack in the Box's marketing strategy by literally blowing up the chain's symbol, the jack in the box, which dated back to the early San Diego days, in television commercials with the tagline, "The food is better at the Box". Jack in the Box announced that it would no longer compete for McDonald's target customer base of families with young children. Instead, Foodmaker would attempt to attract older, more affluent "yuppie
Yuppie
Yuppie is a term that refers to a member of the upper middle class or upper class in their 20s or 30s. It first came into use in the early-1980s and largely faded from American popular culture in the late-1980s, due to the 1987 stock market crash and the early 1990s recession...

" customers with a higher-quality, more upscale menu and a series of whimsical television commercials featuring Dan Gilvezan
Dan Gilvezan
Dan Gilvezan is an actor who provided the voice for Peter Parker/Spider-Man on the 1980s animated series Spider-Man and His Amazing Friends and the voice of the Autobots Bumblebee, Outback and Hot Spot and the Decepticon Snapdragon in the original 1984-1987 Transformers cartoon...

. Jack in the Box restaurants were remodeled and redecorated with decorator pastel colors and hanging plants.

Television advertising from about 1985 onward featured minimalistic music performed by a small chamber-like ensemble (specifically a distinctive seven-note plucked musical signature). The menu, which was previously focused on hamburgers led by the flagship Jumbo Jack, became much more diverse, including such items as salads and chicken sandwiches (at least two new menu items were introduced per year), at a time when few fast-food operations offered more than standard hamburgers. Annual sales increased through the 1980s. Ralston Purina tried further to mature the restaurant's image, renaming it "Monterey Jack's" in 1985, a disastrous move that lasted a short time. The Jack in the Box name was restored in 1986.

Ralston Purina was satisfied with Foodmaker, but decided in 1985 that it was a non-core asset and elected to sell it to management after 18 years. By 1987 sales reached $655 million, the chain boasted 897 restaurants, and Foodmaker became a publicly traded company.

E. coli outbreak

Jack in the Box's success came to a halt in the 1990s because of two main factors: the national recession of 1990-91 (the company suffered an 81 percent decline in net earnings in 1991) and more importantly, the E. coli incident of 1993, in which four children died and hundreds of others became sick in the Seattle area, California, Texas, Idaho and Nevada after eating undercooked and contaminated meat from Jack in the Box. It was the largest and deadliest E. coli outbreak in American history up to that time.

The chain lost millions of dollars in sales and revenue as a result of the disaster, and millions were paid out as settlements in wrongful death lawsuits. Moody's Investors Service downgraded Foodmaker's debt to junk status as it had no confidence that sales would return to normal levels. Bankruptcy was imminent. With the very survival of the company at stake, Foodmaker needed another turnaround strategy to distance themselves from the E. coli scare.

They got it from a new ad campaign developed by an advertising agency from Santa Monica, California, called Secret Weapon Marketing, led by Dick Sittig, as detailed below.
They became a very well known restaurant when they first started.

Advertising campaigns

The restaurant
Restaurant
A restaurant is an establishment which prepares and serves food and drink to customers in return for money. Meals are generally served and eaten on premises, but many restaurants also offer take-out and food delivery services...

 rebounded in popularity in the mid-1990s, after a highly successful marketing campaign that featured the fictitious Jack in the Box CEO "Jack
Jack (mascot)
Jack Box is the mascot of American restaurant chain Jack in the Box. In the advertisements, he is the founder, CEO, and ad spokesman for the chain...

" character (voiced by the campaign's creator, Santa Monica advertising executive Dick Sittig), who has a ping pong ball-like head
Head
In anatomy, the head of an animal is the rostral part that usually comprises the brain, eyes, ears, nose and mouth . Some very simple animals may not have a head, but many bilaterally symmetric forms do....

 and is dressed in a business suit.

Jack was reintroduced specifically to signal the new direction the company was taking to refocus and regroup after the E. coli disaster. In the original 1994 spot, Jack ("through the miracle of plastic surgery
Plastic surgery
Plastic surgery is a medical specialty concerned with the correction or restoration of form and function. Though cosmetic or aesthetic surgery is the best-known kind of plastic surgery, most plastic surgery is not cosmetic: plastic surgery includes many types of reconstructive surgery, hand...

", he says as he confidently strides into the office building) reclaims his rightful role as CEO, and, apparently as revenge for being blown up in 1980, approaches the closed doors of the Jack in the Box boardroom (a fictionalized version, shown while the aforementioned minimalist theme music from the 1980s Jack in the Box commercials plays), activates a detonation device, and the boardroom explodes in a shower of smoke, wood and paper. The spot ends with a closeup shot of a small white paper bag, presumably filled with Jack in the Box food, dropping forcefully onto a table; the bag is printed with the words "Jack's Back" in bold red print, then another bag drops down with the Jack in the Box logo from that period.

The commercials in the now 17-year-old "Jack's Back" campaign (which has won several advertising industry awards) tend to be lightly humorous and often involve Jack making business decisions about the restaurant chain's food products, or out in the field getting ideas for new menu items. In addition, many commercials have advertised free car antenna balls with every meal, thus increasing brand awareness. Often different types of antenna balls will be available if a holiday or major event is approaching.
During the height of the now-defunct XFL
XFL
The XFL was a professional American football league that played for one season in 2001. The league was founded by Vince McMahon, the Chairman of the Board of Directors of WWE...

, one of the continuing ad series involved a fictitious professional American football
American football
American football is a sport played between two teams of eleven with the objective of scoring points by advancing the ball into the opposing team's end zone. Known in the United States simply as football, it may also be referred to informally as gridiron football. The ball can be advanced by...

 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. Later that year director Robert Zemeckis
Robert Zemeckis
Robert Lee Zemeckis is an American film director, producer and screenwriter. Zemeckis first came to public attention in the 1980s as the director of the comedic time-travel Back to the Future film series, as well as the Academy Award-winning live-action/animation epic Who Framed Roger Rabbit ,...

, claiming the agency had appropriated elements of his Oscar-nominated film Cast Away
Cast Away
Cast Away is a 2000 drama film directed by Robert Zemeckis and starring Tom Hanks as a FedEx employee stranded on an uninhabited island after his plane crashes in the South Pacific. The film depicts his successful attempts to survive on the island using remnants of his plane's cargo, as well as his...

 for the ad, had his lawsuit against the ad agency thrown out.

The Meaty Cheesy Boys, a mock boy band
Boy band
A boy band is loosely defined as a popular music act consisting of only male singers. The members are expected to dance as well as sing, usually giving highly choreographed performances. More often than not, boy band members do not play musical instruments, either in recording sessions or on...

, 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 remove wrinkles. 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 carbohydrate diets of recent years.

In 2006, Jack in the Box took use of this perception creating a commercial featuring 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". This ad later stirred up controversy among a San Diego teen group who claimed that the ad was irresponsible 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 beginning of the previous month. This commercial was redone in 2009 to feature the new logo and the new Campaign.

Another 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," a parody of McGruff the Crime Dog
McGruff the Crime Dog
McGruff the Crime Dog is an anthropomorphic cartoon bloodhound created by Saatchi & Saatchi through the Ad Council for the National Crime Prevention Council for use by American police in building crime awareness among children. He debuted in July 1980. The character was created by John Young. The...

.

In 2007, Jack in the Box began a commercial campaign for their new 100% sirloin beef hamburgers, implying that they were of higher quality than the Angus beef used by Carl's Jr.
Carl's Jr.
Carl's Jr. is an American fast-food restaurant chain located mostly in the Western and Southwestern United States. The first store has opened in Canada in Kelowna, BC. They are in the process of expanding to Mexico, Malaysia, Denmark, Costa Rica, New Zealand, Australia, Singapore, Russia, Vietnam,...

, Hardee's
Hardee's
Hardee's is a restaurant chain, located mostly in the Southeast and Midwestern regions of the United States. It has evolved through several corporate ownerships since its establishment in 1960. It is currently owned and operated by CKE Restaurants. Along with its sibling restaurant chain, Carl's...

, Wendy's
Wendy's
Wendy's is an international fast food chain restaurant founded by Dave Thomas on November 15, 1969, in Columbus, Ohio, United States. The company decided to move its headquarters to Dublin, Ohio, on January 29, 2006. It has been owned by Triarc since 2008...

, and Burger King
Burger King
Burger King, often abbreviated as BK, is a global chain of hamburger fast food restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. The company began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain...

. That May, CKE Restaurants, Inc., the parent company of Carl's Jr. and Hardee's, filed a lawsuit against Jack in the Box, Inc. CKE claimed, among other things, that the commercials tried to give the impression that Carl's Jr./Hardee's Angus beef hamburgers contained cow anus
Anus
The anus is an opening at the opposite end of an animal's digestive tract from the mouth. Its function is to control the expulsion of feces, unwanted semi-solid matter produced during digestion, which, depending on the type of animal, may be one or more of: matter which the animal cannot digest,...

es by having an actor swirl his finger in the air in a circle while saying "Angus" in one commercial and having other people in the second commercial laugh when the word "Angus" was mentioned. They also attacked Jack in the Box's claim that sirloin, a cut found on all cattle, was of higher quality than Angus beef, which is a breed of cattle.

During Super Bowl XLIII
Super Bowl XLIII
Super Bowl XLIII was an American football game pitting the American Football Conference champion Pittsburgh Steelers against the National Football Conference champion Arizona Cardinals to decide the National Football League champion for the 2008 season. The game was played on February 1, 2009,...

 on February 1, 2009, a commercial depicted Jack in a Full Body Cast after getting hit by a bus. The closing shot encouraged viewers to visit www.hangintherejack.com. At the same website, one can view different videos that speak of Jack's condition. These videos include a cell phone video of Jack's accident. Also, previously run commercials of Jack include a disclaimer that reads "Recorded before Jack's accident." After a month in a coma, Jack woke up when his second-in-command, Phil, thinking Jack wasn't aware yet, revealed he was changing the name of the chain to "Phil in the Box". This woke Jack up, and he began to strangle Phil, shouting "PHIL IN THE BOX?! I DON'T THINK SO! SOMEBODY FIND MY PANTS! I GOT WORK TO DO!".

Shortly after the "awakening", it was revealed that the corporate website would be relaunched, and the company would get a new logo, on March 16, 2009.

In October 2009, Jack in the Box debuted a popular commercial to market their "Teriyaki Bowl" meals. The commercial features employees getting "bowl cut" hair cuts. At the end of the commercial, Jack reveals that his "bowl cut" is a wig, to the dismay of the employees.

In November 2009 the company discontinued their popular Ciabatta sandwiches/burgers.

Food safety

In 1981 horse meat labeled as beef was discovered at a Foodmaker plant that supplied hamburger and taco meat to Jack in the Box. The meat was originally from Profreeze of Australia and other shipments destined for the United States were discovered that included kangaroo meat.

As mentioned above, in 1993, Jack in the Box suffered a major corporate crisis involving E. coli O157:H7
Escherichia coli O157:H7
Escherichia coli O157:H7 is an enterohemorrhagic strain of the bacterium Escherichia coli and a cause of foodborne illness. Infection often leads to hemorrhagic diarrhea, and occasionally to kidney failure, especially in young children and elderly persons...

 bacteria. Four children died of hemolytic uremic syndrome and 600 others were reported sick after eating undercooked patties contaminated with fecal material containing the bacteria at locations in the Seattle
Seattle, Washington
Seattle is the county seat of King County, Washington. With 608,660 residents as of the 2010 Census, Seattle is the largest city in the Northwestern United States. The Seattle metropolitan area of about 3.4 million inhabitants is the 15th largest metropolitan area in the country...

 area and other parts of the Pacific Northwest
Pacific Northwest
The Pacific Northwest is a region in northwestern North America, bounded by the Pacific Ocean to the west and, loosely, by the Rocky Mountains on the east. Definitions of the region vary and there is no commonly agreed upon boundary, even among Pacific Northwesterners. A common concept of the...

. The chain was faced with several lawsuits, each of which was quickly settled (but left the chain nearly bankrupt and losing customers). At the time, Washington state law required that hamburgers be cooked to an internal temperature of at least 155 °F (68.3 °C), the temperature necessary to kill E. coli bacteria, although the FDA requirement at that time was only 140 °F (60 °C), which was the temperature Jack in the Box cooked. After the incident, Jack in the Box mandated that in all nationwide locations, their hamburgers be cooked to at least 155 °F (68.3 °C). Additionally, all meat products produced in the United States are required to comply with HACCP (Hazard Analysis and Critical Control Points) regulations. Every company that produces meat products is required to have a HACCP plan that is followed continuously. Following the outbreak, Jack in the Box hired highly respected consultant Dave Theno to lead their food safety turn around. He worked with food safety experts from manufacturing companies and created a comprehensive program to test for bacteria in every food product used at Jack in the Box. These programs, and especially the most stringent E. coli testing program in hamburger in the industry, were widely shared and copied by other companies. Jack in the Box was the recipient of the coveted "Black Pearl" award for innovations in food safety and quality in 2004.

New markets

In 2005, Jack in the Box announced plans for nationwide expansion by 2010. As part of the initiative, it is entering new markets as well as returning to markets where it had a presence in past years.

In support of this objective, the chain began airing ads in states several hundred miles from the nearest location. This is similar to a strategy used for years by Sonic Drive-In
Sonic Drive-In
Sonic Drive-In is an American drive-in fast-food restaurant chain based in Oklahoma City, Oklahoma, complete with carhops who sometimes wear rollerskates. As of August 31, 2010, there were 3,500 restaurants in 43 U.S. states. Sonic serves approximately 3 million customers daily.-1950s:Following...

 in its national expansion efforts.

Currently the strategy is targeted at Colorado and Texas. In 2006, the first new Colorado store opened in Golden
Golden, Colorado
The City of Golden is a home rule municipality that is the county seat of Jefferson County, Colorado, United States. Golden lies along Clear Creek at the edge of the foothills of the Front Range of the Rocky Mountains. Founded during the Pike's Peak Gold Rush on 16 June 1859, the mining camp was...

, marking an end to Jack in the Box's 11-year-long absence from the state.

In Albuquerque
Albuquerque, New Mexico
Albuquerque is the largest city in the state of New Mexico, United States. It is the county seat of Bernalillo County and is situated in the central part of the state, straddling the Rio Grande. The city population was 545,852 as of the 2010 Census and ranks as the 32nd-largest city in the U.S. As...

, New Mexico
New Mexico
New Mexico is a state located in the southwest and western regions of the United States. New Mexico is also usually considered one of the Mountain States. With a population density of 16 per square mile, New Mexico is the sixth-most sparsely inhabited U.S...

, several locations opened in June 2009. Jack in the Box restaurants last made an appearance in the Albuquerque market approximately two decades ago.

In March 2011, Jack in the Box launched the Munchie Mobile in San Diego, a food truck that will dish out burgers and fries.

US States with Jack in the Box locations

Arizona
Arizona
Arizona ; is a state located in the southwestern region of the United States. It is also part of the western United States and the mountain west. The capital and largest city is Phoenix...

 California
California
California is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...

 Colorado
Colorado
Colorado is a U.S. state that encompasses much of the Rocky Mountains as well as the northeastern portion of the Colorado Plateau and the western edge of the Great Plains...

 Hawaii
Hawaii
Hawaii is the newest of the 50 U.S. states , and is the only U.S. state made up entirely of islands. It is the northernmost island group in Polynesia, occupying most of an archipelago in the central Pacific Ocean, southwest of the continental United States, southeast of Japan, and northeast of...

 Idaho
Idaho
Idaho is a state in the Rocky Mountain area of the United States. The state's largest city and capital is Boise. Residents are called "Idahoans". Idaho was admitted to the Union on July 3, 1890, as the 43rd state....

 Illinois
Illinois
Illinois is the fifth-most populous state of the United States of America, and is often noted for being a microcosm of the entire country. With Chicago in the northeast, small industrial cities and great agricultural productivity in central and northern Illinois, and natural resources like coal,...

 Kansas
Kansas
Kansas is a US state located in the Midwestern United States. It is named after the Kansas River which flows through it, which in turn was named after the Kansa Native American tribe, which inhabited the area. The tribe's name is often said to mean "people of the wind" or "people of the south...

 Louisiana
Louisiana
Louisiana is a state located in the southern region of the United States of America. Its capital is Baton Rouge and largest city is New Orleans. Louisiana is the only state in the U.S. with political subdivisions termed parishes, which are local governments equivalent to counties...

 Missouri
Missouri
Missouri is a US state located in the Midwestern United States, bordered by Iowa, Illinois, Kentucky, Tennessee, Arkansas, Oklahoma, Kansas and Nebraska. With a 2010 population of 5,988,927, Missouri is the 18th most populous state in the nation and the fifth most populous in the Midwest. It...

 Nevada
Nevada
Nevada is a state in the western, mountain west, and southwestern regions of the United States. With an area of and a population of about 2.7 million, it is the 7th-largest and 35th-most populous state. Over two-thirds of Nevada's people live in the Las Vegas metropolitan area, which contains its...

 New Mexico
New Mexico
New Mexico is a state located in the southwest and western regions of the United States. New Mexico is also usually considered one of the Mountain States. With a population density of 16 per square mile, New Mexico is the sixth-most sparsely inhabited U.S...

 North Carolina
North Carolina
North Carolina is a state located in the southeastern United States. The state borders South Carolina and Georgia to the south, Tennessee to the west and Virginia to the north. North Carolina contains 100 counties. Its capital is Raleigh, and its largest city is Charlotte...

 Oklahoma
Oklahoma
Oklahoma is a state located in the South Central region of the United States of America. With an estimated 3,751,351 residents as of the 2010 census and a land area of 68,667 square miles , Oklahoma is the 28th most populous and 20th-largest state...

 Oregon
Oregon
Oregon is a state in the Pacific Northwest region of the United States. It is located on the Pacific coast, with Washington to the north, California to the south, Nevada on the southeast and Idaho to the east. The Columbia and Snake rivers delineate much of Oregon's northern and eastern...

 South Carolina
South Carolina
South Carolina is a state in the Deep South of the United States that borders Georgia to the south, North Carolina to the north, and the Atlantic Ocean to the east. Originally part of the Province of Carolina, the Province of South Carolina was one of the 13 colonies that declared independence...

 Tennessee
Tennessee
Tennessee is a U.S. state located in the Southeastern United States. It has a population of 6,346,105, making it the nation's 17th-largest state by population, and covers , making it the 36th-largest by total land area...

 Texas
Texas
Texas is the second largest U.S. state by both area and population, and the largest state by area in the contiguous United States.The name, based on the Caddo word "Tejas" meaning "friends" or "allies", was applied by the Spanish to the Caddo themselves and to the region of their settlement in...

 Utah
Utah
Utah is a state in the Western United States. It was the 45th state to join the Union, on January 4, 1896. Approximately 80% of Utah's 2,763,885 people live along the Wasatch Front, centering on Salt Lake City. This leaves vast expanses of the state nearly uninhabited, making the population the...

 Washington

Oklahoma locations slated for 2010 openings include Norman
Norman, Oklahoma
Norman is a city in Cleveland County, Oklahoma, United States, and is located south of downtown Oklahoma City. It is part of the Oklahoma City metropolitan area. As of the 2010 census, Norman was to have 110,925 full-time residents, making it the third-largest city in Oklahoma and the...

, Moore
Moore, Oklahoma
Moore is a city in Cleveland County, Oklahoma and is part of the Oklahoma City Metropolitan Area. The population was 55,081 at the 2010 census, making it the seventh largest city in the state of Oklahoma....

, Oklahoma City, Midwest City, and Broken Arrow
Broken Arrow, Oklahoma
Broken Arrow is a city located in the northeastern part of the U.S. state of Oklahoma, primarily in Tulsa County but also with a small section of the city in western Wagoner County. It is the largest suburb of Tulsa. According to the 2010 US Census, Broken Arrow has a population of 98,850 residents...

.

In September 2010 it was announced that 40 underperforming company-owned Jack in the Box restaurants located mostly in Texas and the Southeast would close.

JBX Grill

JBX Grill was a line of fast casual restaurant
Fast casual restaurant
A fast casual restaurant is a type of restaurant that does not offer full table service, but promises a higher quality of food and atmosphere than a fast food restaurant. In the US, it is a relatively new and growing concept positioned between fast food and casual dining...

s introduced in 2004 by Jack in the Box Inc. JBX Grill featured high-quality, cafe-style food, avoiding most of the cheaper fast-food items typically served at Jack in the Box. The architecture and decor maintained an upbeat, positive atmosphere, and the customer service was comparable to that of most dine-in restaurants. Two of the Jack in the Box restaurants in San Diego, California
San Diego, California
San Diego is the eighth-largest city in the United States and second-largest city in California. The city is located on the coast of the Pacific Ocean in Southern California, immediately adjacent to the Mexican border. The birthplace of California, San Diego is known for its mild year-round...

 (where Jack in the Box is headquartered) were converted to JBX Grill restaurants that were used to test the new concept. (The locations in Hillcrest and Pacific Beach still retain many of the JBX elements, including an indoor/outdoor fireplace and modern architecture.) There were also restaurants in Bakersfield, California
Bakersfield, California
Bakersfield is a city near the southern end of the San Joaquin Valley in Kern County, California. It is roughly equidistant between Fresno and Los Angeles, to the north and south respectively....

, Boise, Idaho
Boise, Idaho
Boise is the capital and most populous city of the U.S. state of Idaho, as well as the county seat of Ada County. Located on the Boise River, it anchors the Boise City-Nampa metropolitan area and is the largest city between Salt Lake City, Utah and Portland, Oregon.As of the 2010 Census Bureau,...

, and Nampa, Idaho
Nampa, Idaho
Nampa is the largest and the fastest growing city in Canyon County, Idaho, USA. The population of Nampa was 81,557 at the 2010 census. Nampa is located about west of Boise along Interstate 84, and six miles west of Meridian. Nampa is part of the Boise metropolitan area...

. The last stores were converted back in 2006.

External links

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