Jack in the Box
Revenue | ![]() |
---|---|
![]() | |
![]() | |
Total assets | ![]() |
Total equity | ![]() |
Number of employees | c. 5,300 (2021)[2] |
Subsidiaries | Different Rules, LLC Del Taco |
Website | jackinthebox |
Footnotes / references [2] |

Jack in the Box, Inc. is an American fast food restaurant chain founded on February 21, 1951, by
Food items include a variety of chicken tenders[6] and french fries[7] along with hamburger and cheeseburger sandwiches[8] and selections of internationally themed foods such as tacos[7] and egg rolls.
History
This section needs additional citations for verification. (December 2024) |
Robert O. Peterson already owned several successful restaurants when he opened Topsy's Drive-In at 6270 El Cajon Boulevard in San Diego in 1941. Several more Topsy's were opened. By the late 1940s, Peterson's locations had developed a circus-like décor featuring drawings of a starry-eyed clown. In 1947, Peterson obtained rights for the intercom ordering concept from George Manos who owned one location named Chatterbox in Anchorage, Alaska, the first known location to use the intercom concept for drive-up windows. In 1951, Peterson converted the El Cajon Boulevard location into Jack in the Box, a hamburger stand focused on drive-through service.[9] While the drive-through concept was not new, Jack in the Box innovated a two-way intercom system, the first major chain to use an intercom and the first to focus on drive-through.[10]
The intercom allowed much faster service than a traditional drive-up window; while one customer was being served at the window, a second and even a third customer's order could be taken and prepared. A giant clown projected from the roof, and a smaller clown head sat atop the intercom, where a sign said, "Pull forward, Jack will speak to you." The Jack in the Box restaurant was conceived as a "modern food machine," designed by La Jolla, California, master architect Russell Forester.[11][12][13] Quick service made the new location very popular, and soon all of Oscar's locations were redesigned with intercoms and rechristened Jack in the Box restaurants.
Peterson formed Foodmaker, Inc. as a holding company for Jack in the Box in 1960. At this time, all Jack in the Box locations—over 180, mainly in California and the Southwest—were company-owned. Location sites, food preparation, quality control, and the hiring and training of on-site managers and staff in each location were subject to rigorous screening and strict performance standards.
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) and began to franchise locations. The chain began to increasingly resemble its larger competitors, particularly industry giant McDonald's. Jack in the Box began to struggle in the latter part of the decade; its expansion into East Coast markets was cut back, then halted. By the end of the decade, Jack in the Box restaurants were sold in increasing numbers.
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, in television commercials with the tagline, "The food is better at the Box".[14] Jack in the Box announced that it would no longer compete for McDonald's target customer base of families with young children. Instead, Foodmaker targeted older, more affluent "yuppie" customers with a higher-quality, more upscale menu and a series of whimsical television commercials featuring Dan Gilvezan, who attempted to compare the new menu items to those of McDonald's and other fast-food chains, to no avail; hence "There's No Comparison", their slogan at the time. Jack in the Box restaurants were remodeled and redecorated with decorator pastel colors and hanging plants; the logo, containing a clown's head in a red box with the company name in red text to or below the box (signs in front of the restaurant displayed the clown's head only), was modified, stacking the words in a red diagonal box while still retaining the clown's head; by about 1981 or 1982, the clown's head was removed from the logo.
Television advertising from about 1985 onward featured minimalistic music by a small chamber-like ensemble (specifically a distinctive seven-note plucked musical signature). The menu, previously focused on hamburgers led by the flagship Jumbo Jack, became much more diverse, including salads, chicken sandwiches, finger foods, and seasoned
After 18 years, Ralston Purina decided in 1985 that Foodmaker was a noncore asset and sold it to management. By 1987, sales reached $655 million, the chain boasted 897 restaurants, and Foodmaker became a publicly traded company.
At their annual meeting in July 2018, the National Jack in the Box Franchisee Association, which represented the owners of about 2,000 of the chain's 2,240 restaurants, voted "no confidence" in the company's chief executive officer, Leonard "Lenny" Comma, and called for him to resign.[15] In December 2019, Comma said he would be stepping down.[16]
On December 6, 2021, Jack in the Box announced that it was acquiring Del Taco for $12.51 per share. Del Taco had about 600 locations in 16 U.S. states. The acquisition was finalized in March 2022.[17][18]
JBX Grill
JBX Grill was a line of fast casual restaurants introduced in 2004 by Jack in the Box Inc. They 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 most dine-in restaurants. Two of the Jack in the Box restaurants in San Diego (where Jack in the Box is headquartered) were converted to JBX Grill restaurants to test the concept. (The locations in Hillcrest and Pacific Beach still retain many of the JBX elements, including an indoor/outdoor fireplace and modern architecture.) Also, restaurants were located in Bakersfield, California; Boise, Idaho; and Nampa, Idaho, but the concept later proved unsuccessful, and the last stores were reconverted to Jack in the Box in 2006.
Products

Although best known for its hamburgers, Jack in the Box's most popular product is its taco, which it has sold since the first restaurant in the 1950s. As of 2017[update], the company sold 554 million a year manufactured in three factories in Texas and Kansas.[19] What makes the taco unusual is that it is created with the meat and hard taco shell in the Texas and Kansas facilities, then frozen for transport and storage. At the restaurant, it is then deep-fried, then prepared with lettuce, cheese, and mild taco sauce before serving.
Besides tacos, other
The Bonus Jack, first released in 1970, has been reintroduced to Jack in the Box menus at times throughout the years, still containing "Jack's secret sauce".[22] In November 2009, the company discontinued its popular ciabatta sandwiches/burgers. In 2012, Jack in the Box introduced a bacon milkshake as part of its "Marry Bacon" campaign.[23]
The Sourdough Jack, which uses two slices of sourdough bread with a hamburger patty, has been around since 1997 (although it was first introduced in 1991 as the "Sourdough Grilled Burger").[24]
In September 2013, Jack's Munchie Meal was introduced.[25] The 4 original Munchie Meals were Spicy Nacho Chicken Sandwich, Sriracha Curly Fry Burger, Stacked Grilled Cheeseburger, and Chick-n-Tater Melt. Each meal also contains two tacos, halfsie fries (curly fries and french fries), and a 20 oz. drink.[26] In 2023, the items were replaced with a new Build Your Own Munchie Meal which now include an Ultimate Cheeseburger, Jack's Spicy Chicken Sandwich, Cluck Sandwich, and a Double Jack.[27]
In October 2016, the "Brunchfast" items were introduced. Those are Bacon and Egg Chicken Sandwich, Blood Orange Fruit Cooler, Brunch Burger, Cranberry Orange Muffins, Homestyle Potatoes, and Southwest Scrambler Plate.[28]
In January 2018, the "Food Truck Series" sandwiches were introduced, including the Asian Fried Chicken, Pork Belly BLT, and Prime Rib Cheesesteak.[29]
In January 2023, Jack in the Box started selling Red Bull Infusions drinks at its locations.[30]
In February 2023, Jack in the Box partnered with Mint Mobile and Ryan Reynolds. A minty version of the classic Oreo Shake was created and titled the "Mint Mobile Shake" to promote the mobile virtual network operator.[31] A 15-second promotion video was featured on February 27, 2023, with Ryan Reynolds as the spokesperson.[32]
The chain at various times has served a fish sandwich. The offering was returned for a limited time during the Lenten season in 2023.[33]
Advertising
This section needs additional citations for verification. (November 2017) |
The restaurant rebounded in popularity in 1994 after a highly successful marketing campaign that featured the fictitious Jack in the Box chairman
Jack was reintroduced specifically to signal the new direction the company was taking to refocus and regroup after the
The


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.
In 1997, a successful advertising campaign was launched using a fictional musical group called the Spicy Crispy Girls (a take-off of the Spice Girls, a British pop music girl group - at the time one of the most popular groups in the world), in comedic national television commercials. The commercials were used to promote the new Jack in the Box Spicy Crispy Chicken Sandwich (now known as Jack's Spicy Chicken), with the girls dancing in "the Jack groove." The Spicy Crispy Girls concept was used as a model for another successful advertising campaign called the 'Meaty Cheesy Boys' to promote the Ultimate Cheeseburger in 1999-2001 (see below).[34][35][36][37] At the 1998 Association of Independent Commercial Producers (AICP) Show, one of the Spicy Crispy Girls commercials won the top award for humor.[38][39]
The Meaty Cheesy Boys, a mock boy band to promote the Ultimate Cheeseburger, were created in 1999 during an ad campaign featuring an out-of-control advertising executive previously fired by Jack. The boy band would eventually perform their hit "Ultimate Cheeseburger" at the 1999 Billboard Music Awards. The same ad exec featured in a 2001 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 2000, an ad involved a man washed up on a remote island with only a Jack in the Box antenna ball as a companion. Later that year, director
In April 2006, Jack in the Box launched an ad campaign called Bread is Back,[40] taking a stab at the low-carbohydrate diets of recent years.
In 2006, Jack in the Box took the use of this perception creating a commercial featuring a typical
Another ad touting the chain's milkshakes aired in 2001 and was shot in the stilted style of a 1970s-era antidrug spot, urging kids to "say no to fake shakes" and featured "Larry the Crime Donkey," a parody of McGruff the Crime Dog.
In 2007, Jack in the Box began a commercial campaign for their new 100%
Logo


One variation has a miniature clown hat (dating back to October 1977) with three dots in the upper left-hand corner; the clown head was removed in 1980. In October 1977, the clown head was in a red box all by itself, with the company name either below or next to the box; signs in front of the restaurants had the clown head only. The "clown head" can be seen on several YouTube videos depicting Jack in the Box commercials from the 1970s and 1980s. Most Jack in the Box locations opened before late 2008 had this logo, although the chain has been replacing them with the newer logo throughout the 2010s, along with general updating of their decor. Some locations continue to use this logo as their "Open/Closed" sign.[citation needed]
Controversies
Mislabeled meat
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 during their checks on location, the food inspectors discovered other shipments destined for the United States which included kangaroo meat.[42][43]
1992–1993 E. coli scare and outbreak
In 1993, Jack in the Box suffered a major corporate crisis involving
Locations

In 2005, Jack in the Box announced plans for nationwide expansion by 2010. In support of this objective, the chain began airing ads in states several hundred miles from the nearest location. The expansion strategy at that time was targeted at Colorado, Delaware, Florida, and Texas. In 2007, the first new Colorado store opened in Golden, marking an end to Jack in the Box's 11-year-long absence from the state.[48]
In Albuquerque, New Mexico, several locations opened in June 2009.[49] Jack in the Box restaurants last made an appearance in the Albuquerque market about two decades prior.[50]
In September 2010, 40 under-performing company-owned Jack in the Box restaurants located mostly in Texas and the Southeast were set to close.[51]
In March 2011, Jack in the Box launched the Munchie Mobile in San Diego, a food truck that will serve Jack's burgers and fries.[52][53] In June 2012, Jack in the Box launched their second food truck in the southeast region of the United States.[citation needed] Another truck was launched for the Northern Texas area in April 2013.[54]
In January 2012, Jack in the Box opened its first of three locations in the Indianapolis area.[55][56] A few months later, the first Ohio location opened in September 2012 in West Chester.[57][58]
In May 2023, Jack in the Box showed interest in re-entering the Mexican market after a failed first attempt, when it briefly operated there in the early 1990s.[59] In February 2024, Jack in the Box returned to Mexico, opening a location in Chihuahua City.[60]
In July 2024, Jack in the Box announced plans to open several stores in the Chicago area in 2025. The chain previously expanded in Chicago during the late 1960s until the 1980s.[61] Eight locations, all in former Arby's have been slated to open so far.
Sponsorship
This section needs additional citations for verification. (April 2024) |
In November 2017, Jack in the Box became a sponsor of the Dallas Fuel and Team Envy, a team in the Overwatch League and a professional video game-playing team respectively.[citation needed]
They are also a current sponsor for the San Francisco 49ers, the Los Angeles Dodgers,[citation needed] and Arizona Diamondbacks.[62]
See also
References
- ^ Jack in the Box (October 4, 2022). "Double Bonus Jack Combo | The Head | Jack in the Box". YouTube. Retrieved October 8, 2022.
- ^ a b c "2021 Annual Report (Form 10-K)" (PDF). Jack in the Box IR. November 23, 2021. Retrieved September 13, 2022.
- ^ a b c d e "Jack in the Box Inc. Form 10-K". United States Securities and Exchange Commission. November 11, 2020. Retrieved February 27, 2021.
- ^ "Locations". Jack In The Box. Retrieved August 12, 2020.
- ^ Bomey, Nathan (December 19, 2017). "Jack in the Box sells struggling Qdoba for $305 million". USA Today. Retrieved December 19, 2017.
- ^ "Food – Chicken & Salads". Jack In The Box. Retrieved July 29, 2021.
- ^ a b "Food – Taco, Fries & Sides". Jack In The Box. Retrieved July 29, 2021.
- ^ "Food – Burgers". Jack In The Box. Retrieved July 29, 2021.
- ^ "History". Jack in the Box. Archived from the original on February 8, 2013. Retrieved February 8, 2013.
- ISBN 978-0-394-54401-4.
- ^ Furlonger, Jaye E. (July 2009). The Robert O. Peterson - Russell Forester Residence (PDF) (Report). California Department of Parks and Recreation.
- ^ "Russell Isley Forester". Modern San Diego. Retrieved June 14, 2019.
- ^ "Space, Structure, Light: The Art Of Russell Forester". Oceanside Museum of Art. Retrieved June 14, 2019.
- ^ "Jack In The Box 1980". YouTube. August 10, 2007. Archived from the original on November 18, 2021. Retrieved November 6, 2012.
- ^ Chen, I-Chun (October 9, 2018). "Jack in the Box franchisees call for CEO's resignation". Bizjournals. Retrieved December 13, 2019.
- ^ Concepcion, Mariel (December 12, 2019). "Jack in the Box's Lenny Comma Resigns". San Diego Business Journal. Retrieved December 13, 2019.
- ^ Lucas, Amelia (December 6, 2021). "Jack in the Box buys Del Taco in $575 million deal". CNBC. Retrieved December 18, 2021.
- ^ "It's official: Jack in the Box Inc. now owns Del Taco". Nation's Restaurant News. March 8, 2022. Retrieved June 14, 2022.
- ^ Adams, Russell (January 7, 2017). "Americans Eat 554 Million Jack in the Box Tacos a Year, and No One Knows Why". The Wall Street Journal. p. A1. ProQuest 1855301090.
- ^ "Jack in the Box Debuts Sirloin Burger". QSR Magazine. May 3, 2007.
- ^ "Jack in the Box adds steak sandwich". Nation's Restaurant News. December 17, 2007.
- ^ MarketScreener (December 3, 2012). "Jack in the Box Inc. : Jack Brings Back Bonus Jack® | MarketScreener". Market Screener. Retrieved August 12, 2020.
- The Huffington Post. February 3, 2012. Retrieved January 1, 2013.
- ^ "Jack in the Box Press Release 08 02 2002" (PDF). Retrieved March 11, 2023.
- ^ "Jack in the Box® Introduces New Late Night Menu with Jack's Munchie Meal™". September 26, 2013. Retrieved January 15, 2022.
- ^ "Late Night". January 15, 2022.
- ^ Q. "Jack in the Box Replaces Late Night Munchie Meals with Build Your Own Munchie Meal". Retrieved June 25, 2023.
- ^ Pham, Peter (September 29, 2016). "Jack In The Box Now Serves All-Day Brunch". Foodbeast.
- ^ Weisberg, Lori (January 29, 2018). "Jack vs. Martha: A Jack in the Box fast food showdown begins". The Baltimore Sun. Archived from the original on December 4, 2021. Retrieved August 12, 2020.
- ^ Miller, Bob (January 12, 2023). "Jack In The Box Pours New Red Bull Infusions". Chew Boom. Retrieved March 11, 2023.
- ^ Jack in the Box partners with Mint Mobile on new milkshake
- ^ "Jack's Mint Mobile Shake | Rent Our Name | Jack in the Box". Retrieved March 11, 2023 – via www.youtube.com.
- ^ Bhasin, Kritika (February 23, 2023). "Jack in the Box brings back Fish Sandwiches for limited time". Retrieved January 7, 2025.
- ^ "Other Works for Lisa Joann Thompson". IMDb.
- ^ TV Spots and Commercial. "Jack in the Box, Spicy Crispy Chicks". Archived from the original on January 13, 2013.
- ^ TV Spots and Commercials. "Wholesale TV Spots". TV Spots. Archived from the original on January 13, 2013.
- ^ "Spicy Crispy Chicks". Jack in the Box Commercials Archive. AvertToLog. January 1998. Archived from the original on January 13, 2013. Retrieved May 2, 2013.
- ^ Millie, Takaki, Top honor roll at AICP Show
- ^ "The Art & Technique of the American Commercial". AICP Show Awards. Archived from the original on June 10, 2007.
- ^ "Jack In The Box". Breadisback.com. Archived from the original on October 26, 2005. Retrieved November 6, 2012.
- ^ Gentile, Gary (May 25, 2007). "Jack in the Box Ads Called Misleading". ABC News.
- New York Times. August 26, 1981. p. A14.
- from the original on September 22, 2017. Retrieved July 6, 2017.
- ^ Detwiler, Darin. "Do Meat and Poultry Handling Labels Really Convey Safety?". Food Quality and Safety. Wiley Periodicals, Inc. Archived from the original on July 14, 2014. Retrieved June 4, 2014.
- ^ Wilma, David (April 8, 2004). "HistoryLink Essay: Food contamination by E. coli bacteria kills three children in Western Washington in January and February 1993". Historylink.org. Retrieved November 6, 2012.
- ^ "Thirteen Years Since Jack in the Box". Marler Blog. Marler Clark, LLP. July 28, 2006.
- ^ "Jack in the Box E. coli Outbreak". About E. coli. Marler Clark, LLP.
- ^ Davis, Joyzelle (September 27, 2007). "Jack in the Box pops up again". Rocky Mountain News. p. 4 Business.
- ^ "Jack in the Box Inc. Reports Third Quarter Earnings; Raises Fiscal 2007 Earnings Forecast; Plans 2-For-1 Stock Split" (PDF). Jack in the Box Inc. (Press release). August 8, 2007. Archived from the original (PDF) on August 7, 2008.
- Albuquerque Business First. August 8, 2007.
- ^ Forbes, Paula (September 29, 2010). "Jack in the Box Closing 40 Stores". Eater. Retrieved November 6, 2012.
- ^ Mulcahy, James (March 18, 2011). "Jack in the Box Launches Food Truck". Zagat. Archived from the original on May 31, 2012. Retrieved November 6, 2012.
- ^ Shatkin, Elina (March 18, 2011). "Jack in the Box Launches Food Truck". LA Weekly.
- Dallas Morning News.
- ^ "Jack In The Box Opens To Crowd: Fast-Food Chain Opens Indiana Restaurant". WRTV. January 16, 2012. Archived from the original on February 16, 2017. Retrieved September 16, 2016.
- ^ "Indiana's first Jack in the Box to open Monday". Louisville Business First. January 13, 2012.
- ^ Warren, Jay (October 1, 2012). "Traffic snarls in front of New Jack in the Box". WCPO-TV. Archived from the original on September 18, 2016. Retrieved September 16, 2016.
- Columbus Business First. September 19, 2012.
- ^ Garza, Luis Antonio (May 19, 2023). "Hamburguesas Jack in the Box regresan a México: ¿habrá sucursal en Monterrey?". ABC Noticias. Retrieved January 20, 2024.
- ^ Chavez, Brenda (June 22, 2024). "Jack In The Box ya está en Chihuahua: ¿Qué es lo que venden". El Heraldo de Chihuahua. Retrieved February 26, 2024.
- ^ Soglin, Talia (July 2, 2024). "Jack in the Box will return to Chicago area next year". Chicago Tribune. Retrieved July 2, 2024.
- ^ Ruelas, Richard (August 14, 2017). "Arizona Diamondbacks are plating runs and feeding fans with a free-food victory table". azcentral.com. Retrieved April 11, 2024.
External links
- Official website
- Business data for Jack in the Box:
- Official corporate website
- Jack in the Box on Instagram
- Jack in the Box Careers website