QSR: Value is the Message for Jack in the Box in 2018

With customers jumping on the lower price point in quick service, Jack in the Box is adapting and value will now be its main focus in 2018. According to a recent QSR Magazine article, the brand will shift messaging and menu innovation to offer value bundles from $1 to $5, including a new snack item and other value offerings.

“We're going to do things that are differentiated and that make us stand out, and we're going to actually extend one of the offerings that we currently have to bring some new news and excitement to an old product. [We’re] really excited about that. We're going to bundle that as well in a combo meal, and again, when you look at what will be in that combo besides for the drink the other items that will be in that combo are unique to Jack in the Box. So, when we look at a lineup like that and engagement from our operators, this is where we get excited about the back half of the year,” said Lenny Comma, chairman and chief executive officer for Jack in the Box.

This year, the brand has increased its franchised units, selling 22 restaurants to franchisees in the first quarter reaching 89 percent of units being franchised. By the end of fiscal 2018, the company plans to hit the 95 percent mark of its 600 restaurants.

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