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Jack in the Box is a major American fast-food chain founded in 1951, with its headquarters in San Diego, California. It operates over 2,200 locations across 21 U.S. states, mostly focused on the West Coast, offering a varied menu including burgers, chicken items, Mexican-inspired dishes, and all-day dining options. The company acquired Del Taco, a Mexican-American fast-food brand, in 2022 to expand its product lineup.
Key moments
February 21, 1951Founded by Robert O. Peterson in San Diego, California
1952Acquired by San Diego Commissary Company
1968Became a fully owned subsidiary of Ralston Purina
1970sLaunched breakfast menu including omelettes
1993E. coli O157:H7 outbreak linked to undercooked burgers, killing 4 people and sickening hundreds, causing severe financial and reputational harm
1994Unveiled the brand's iconic Jack mascot to rebuild public trust
2004Tested upscale JBX Grill restaurant format, which was fully reverted to standard Jack in the Box locations by 2006
March 2022Completed acquisition of Del Taco restaurant chain
Competitive Analysis for Jack in the Box
Jack in the Box operates within the highly competitive U.S. quick-service restaurant sector, with distinct strengths and competitive dynamics:
Direct burger competitors include industry leaders McDonald's, Burger King, and Wendy's, which have far larger global footprints
Mexican-food focused chains like Taco Bell and Popeyes compete for customers seeking Latin-inspired meals, a space Jack in the Box expanded into via its Del Taco acquisition
Key competitive advantages include 24/7 operating hours at most locations, an extensive all-day and late-night menu, and the widely recognized Jack mascot that helped recover brand image after the 1993 food safety scandal
The brand's West Coast-heavy store footprint leaves significant room for domestic expansion into under-served domestic markets compared to its nationwide peers
Jack in the Box holds a distinctive position in the highly competitive U.S. quick-service restaurant (QSR) industry, built on decades of operational experience and a diversified menu that sets it apart from many peer burger chains. As a regional-focused brand with deep roots in the American West, it maintains strong consumer loyalty among local diners, leveraging its identity as an approachable, all-day dining option that caters to varied taste preferences, from classic burgers to Mexican-inspired dishes. Its 2022 acquisition of Del Taco marked a strategic expansion of its footprint and product portfolio, reinforcing its relevance in the fast-growing Mexican fast-food segment.
The brand benefits from a clear brand identity centered on its memorable mascot and decades of targeted marketing that has resonated with multiple generations of consumers. While it operates primarily within the United States, its concentrated geographic footprint allows it to maintain strong operational efficiency and localized marketing that aligns with regional consumer preferences. This focused strategy has helped it carve out a stable market share against larger national QSR competitors, balancing innovation in menu offerings with consistency in core products that long-time customers expect.
In recent years, Jack in the Box has made incremental investments in digital ordering, delivery infrastructure, and store remodels to keep pace with shifting consumer behaviors in the post-pandemic QSR space. These investments have helped the brand maintain traction with younger diners while retaining its core customer base, supporting steady brand momentum in a challenging operating environment marked by rising input costs and evolving dining habits.
Brand leadership
Score: 68/100
In the U.S. QSR sector, Jack in the Box holds mid-tier leadership among regional fast-food chains, outranking smaller regional players but trailing larger national QSR brands. The 2022 acquisition of Del Taco strengthened its position in the Mexican fast-food niche, expanding its overall market influence within the U.S. and solidifying its standing as a notable mid-sized national player.
Consumer interaction
Score: 62/100
Jack in the Box engages consumers through regular social media campaigns, limited-time menu promotions, and a custom mobile ordering app that encourages repeat visits. It maintains a loyal local following across its 21-state footprint, with moderate levels of consumer engagement compared to the most popular top national QSR brands.
Brand momentum
Score: 65/100
The Del Taco acquisition drove modest brand momentum, expanding the combined group's total location count and product reach. Recent investments in digital infrastructure and menu innovation have kept the brand growing at a steady single-digit pace, though momentum is limited by its continued focus on the domestic market rather than aggressive new geographic expansion.
Brand stability
Score: 78/100
With over 70 years of continuous operation, Jack in the Box has demonstrated high brand stability, weathering multiple economic cycles and major shifts in the QSR industry. Its concentrated regional footprint and loyal core customer base provide consistent revenue streams that support long-term operational and brand stability.
Brand age
Score: 90/100
Founded in 1951, Jack in the Box is a long-standing American fast-food brand with over seven decades of established brand history. Its age has allowed it to build deep regional recognition and intergenerational customer loyalty, a key intangible asset that supports its competitive position in the crowded QSR space.
Industry profile
Score: 72/100
Jack in the Box is a well-recognized player in the U.S. quick-service restaurant industry, widely known for its diverse all-day menu and strong regional market strength in the American West. It is often cited as a notable example of successful regional QSR branding, with a distinct market position that differentiates it from purely national burger chains and standalone Mexican fast-food specialists.
Globalization
Score: 10/100
Jack in the Box operates exclusively in the United States, with no international locations or meaningful global consumer brand presence. Its entire business footprint is concentrated across 21 U.S. states, so it has virtually no globalization of its core brand operations.
AI can support preliminary reasoning around a brand's value based on publicly available operational and market data, but any derived value figures are only illustrative. For a fully audited, official brand valuation for Jack in the Box, please contact the World Brand Lab directly.
Jack in the Box, Inc. is an American fast food restaurant chain founded on February 21, 1951, by Robert O. Peterson in San Diego, California, where it is headquartered.The chain has over 2,200 locations, primarily serving the West Coast of the United States.Restaurants are also found in large urban areas outside the West Coast, as well as two in Guam.[4] The company also formerly operated the Qdoba Mexican Grill chain until Apollo Global Management bought the chain in December 2017.[5]
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
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]
Products
Although best known for its hamburgers, Jack in the Box's most popular product is its taco, which it has sold since opening its first restaurant in the 1950s.As of 2017, the company sold 554 million tacos a year; they are manufactured in three factories in Texas and Kansas.[21] 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 Americanized foods from ethnic cuisines that Jack in the Box offers include egg rolls, breakfast burritos, and jalapeño poppers.New items come in on a rotation every three to four months, including the Philly cheesesteak and the deli style pannidos (deli trio, ham and 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, for example, include the Paniolo breakfast (Portuguese sausage, eggs, and rice platter) and teriyaki chicken and rice bowl.
Advertising
The restaurant rebounded in popularity in 1994 after a highly successful marketing campaign that featured the fictitious Jack in the Box chairman Jack character (formerly voiced by the campaign's creator Rick Sittig), the mascot who has a ping pong ball-like head, a yellow clown cap, two blue eyes, a pointy black nose, and a linear red smile that changes with his emotions, 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 1993 E. coli disaster, discussed below, which threatened the chain's very existence.In the original spot that debuted in fall 1994, Jack ("through the miracle of plastic surgery", he says as he confidently strides into the office building) reclaims his rightful role as founder and 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 close-up 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. Later ads feature the first bag showing the text of the food item or offer the commercial is promoting (both bags have featured text since 1998). The Spanish ads feature an unknown voice shouting "Jack!" before another bag drops down.
The commercials in the "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.
Animal welfare
In 2012, Jack in the Box issued a commitment to phase out the use of gestation crates in its pork supply chain, citing animal-welfare concerns.[44] As of August 14, 2025, Jack in the Box reaffirmed its intention to transition to open-pen gestation systems, in which sows are not kept in individual confinement crates during pregnancy. The company outlined a phased implementation schedule, targeting 25% of its pork supply from open-pen gestation environments by the end of 2024, 50% by the end of 2025, and full or near-full adoption by the end of 2026. Jack in the Box reported that it met its initial 2024 target of sourcing 25% of its pork from open-pen gestation systems.[45]
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.[46][47]
1992–1993 E. coli scare and outbreak
In 1993, Jack in the Box suffered a major corporate crisis involving E. coli O157:H7 bacteria.Four children died of HUS.Another 600 were reported sick after eating undercooked patties contaminated with fecal material containing the bacteria at a location in Tacoma, Washington, and other parts of the Pacific Northwest.[48]
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.[55]
In Albuquerque, New Mexico, several locations opened in June 2009.[56] Jack in the Box restaurants last made an appearance in the Albuquerque market about two decades prior.[57]
In September 2010, 40 under-performing company-owned Jack in the Box restaurants located mostly in Texas and the Southeast were set to close.[58]
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.[59]
Sponsorship
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.
They are also a current sponsor for the San Francisco 49ers, the Los Angeles Dodgers, and Arizona Diamondbacks.[69]
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 Curly Fries (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 late 1985. The name change was poorly received, and the Jack in the Box name was restored in early 1986.
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]
On October 16, 2025, Jack in the Box sold Del Taco to Yadav Enterprises for $115 million.[19] The sale was finalized on December 22, 2025.[20]
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.
In the Southern United States, the company offers biscuits and sweet tea.
In Imperial County, California, 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 sirloinburger[22] and followed this up recently with the sirloin steak melt.[23] Its more recent foray into the deli market was the less-popular Ultimate Club Sandwich, which was initially removed in Arizona due to poor sales and has since been phased out at all locations.
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".[24] 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.[25]
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").[26]
In September 2013, Jack's Munchie Meal was introduced.[27] 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.[28] 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.[29]
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.[30]
In January 2018, the "Food Truck Series" sandwiches were introduced, including the Asian Fried Chicken, Pork Belly BLT, and Prime Rib Cheesesteak.[31]
In January 2023, Jack in the Box started selling Red Bull Infusions drinks at its locations.[32]
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.[33] A 15-second promotion video was featured on February 27, 2023, with Ryan Reynolds as the spokesperson.[34]
The chain at various times has served a fish sandwich.The offering was returned for a limited time during the Lenten season in 2023.[35]
While a series of ads claiming to ask when Burger King and McDonald's will change their ways about making their hamburgers featured a phone number, the caller used to be a recording of Jack himself (as of 2019, the number is a sex hotline).
In addition, many commercials have advertised free car antenna balls with every meal, thus increasing brand awareness.
Often, different types of antenna balls were available during a holiday or major event or themed toward a sports team local to the restaurant.
The antenna balls have since been discontinued due to the demise of the mast-type car antenna.
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 musicgirl 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).[36][37][38][39]At the 1998 Association of Independent Commercial Producers (AICP) Show, one of the Spicy Crispy Girls commercials won the top award for humor.[40][41]
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 Robert Zemeckis, claiming the agency had appropriated elements of his Oscar-nominated film Cast Away for the ad, had his lawsuit against the ad agency thrown out.
In April 2006, Jack in the Box launched an ad campaign called Bread is Back,[42] 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 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 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% sirloin beef hamburgers, implying that they were of higher quality than the Angus beef used by Carl's Jr., Hardee's, Wendy's, and Burger King.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 anuses 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.[43]
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 1982. 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. 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.
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, the temperature necessary to kill E. coli bacteria, although the FDA requirement at that time was only 140 °F, 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.[52][53][54]
In June 2012, Jack in the Box launched their second food truck in the southeast region of the United States.
Another truck was launched for the Northern Texas area in April 2013.[61]
In January 2012, Jack in the Box opened its first of three locations in the Indianapolis area.[62][63] A few months later, the first Ohio location opened in September 2012 in West Chester.[64][65]
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.[66] In February 2024, Jack in the Box returned to Mexico, opening a location in Chihuahua City.[67]
In July 2024, Jack in the Box announced plans to open several stores in the Chicago area in 2025. The chain previously operated in Chicago from the late 1960s until the 1980s.[68] Eight locations, all in former Arby's, opened so far.
Jack in the Box announced plans to enter the Central Florida market with up to 20 locations. The first location was announced to be on John Young Parkway at Conroy Road near The Mall at Millenia; other locations announced included Lake Nona near Orlando International Airport and Kissimmee near Walt Disney World.
Jack in the Box IR, November 23, 2021, retrieved September 13, 2022
