In order to enhance the popular to-go option at its locations, the brand is putting millions behind drive-thru upgrades.
Jack in the Box has announced that it will be dedicating between 10 and 15 million dollars per year for the next three years to thoroughly improving its drive-thru experience. According to a recent article in Restaurant Business Online, the brand is launching the initiative because it sees the majority of its sales from drive-thu business. The investment will pay for new digital menu boards, menu-board canopies and revamping the drive-thru infrastructure.
“With the lion’s share of the business going through the drive-thru, that’s the most prudent place to invest. And as we evaluate how the consumer’s behavior is changing, particularly around delivery and app-related purchases, we want to make sure whatever investments we make in the future are actually fulfilling that consumer need,” said CEO Lenny Comma.
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