Jack in the Box® Launches New Website
New Desktop and Mobile Platforms are On-brand, Off-beat and Full of the
SAN DIEGO -- January 29, 2013
Jack in the Box® restaurants today announced the debut of a completely
redesigned website (jackinthebox.com) that reflects the brand’s unique
personality while delivering content in a fun way that heightens the
engagement of online visitors.
Driven by the mobile-first behavior of the QSR chain’s devoted fan base and
inspired by the innovative Jack in the Box brand and its fictional CEO, Jack
Box, the new guest-centric site provides an experience designed to surprise
and entertain visitors in unexpected ways.
“We want to give our guests an exciting, new online presence, while keeping
the tone consistent with the brand our fans know and love,” said Nick
Fletcher, DVP of Marketing Communications at Jack in the Box. “We felt that it
was time to take a major leap forward. The new site pushes our brand into new
territory and engages Jack fans like never before.”
The redesign was executed by Struck, a Salt Lake City-based digital-forward
creative agency and the brand’s digital agency of record since 2012.
“Our strategic approach was always to match the behavior of our core
audience,” said John Gross, Strategist and Account Director in Struck's
Portland office. "A significant amount of the traffic to this site is from
mobile devices. So we started with a mobile-first approach, always asking how
everything would look, function and perform on mobile devices. With this new
site, we plan to significantly increase the number of repeat visitors, while
prompting them to share what they’ve discovered with their social networks,
raising overall consumer brand awareness of Jack in the Box in the digital
The focus on consumer behavior also revealed a desire for content that
explores the world of Jack Box, the chain’s fictional CEO. The new site
delivers with branded content in unexpected places, such as photo filters to
customize Jack in the Box products, “Easter eggs” hidden in the location
finder, and an interactive “zipper” that, when unzipped, rewards website
visitors with animated .gifs, food images and other off-beat, humorous
“We want to reward brand loyalists for poking around the site,” said Matt
Anderson, Creative Director in Struck’s Portland office. “Whether it’s an
animated .gif of a cat riding a bacon rocket or a photo filter that puts
Seasoned Curly Fries in a ‘Jungle Cat’ setting, we’re providing the audience
with a range of social objects that can be shared with their friends.”
Along with the new brand site, Struck also redesigned the Jack in the Box
corporate website (jackintheboxinc.com). The new corporate site streamlines
navigation and more efficiently provides important business information for
potential franchisees, investors and other key stakeholders.
About Jack in the Box Inc.
Jack in the Box Inc. (NASDAQ: JACK), based in San Diego, is a restaurant
company that operates and franchises Jack in the Box® restaurants, one of the
nation’s largest hamburger chains, with more than 2,200 restaurants in 21
states. Additionally, through a wholly owned subsidiary the company operates
and franchises Qdoba Mexican Grill®, a leader in fast-casual dining, with more
than 600 restaurants in 44 states, the District of Columbia and Canada. For
more information on Jack in the Box and Qdoba, including franchising
opportunities, visit jackinthebox.com or qdoba.com.
Jack in the Box®
Brian Luscomb, (858) 571-2291
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