Jack in the Box EVP/CMO Adapts to Consumer Behavior Changes
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Jack in the Box EVP/CMO Adapts to Consumer Behavior Changes

Jack in the Box EVP/CMO Adapts to Consumer Behavior Changes

We asked Ryan Ostrom, Executive Vice President and Chief Marketing Officer at Jack in the Box, “How are changes in consumer behavior affecting your marketing strategies and how you communicate with customers?”

We’ve learned over the past couple of years that guests are in search of more convenient and easily accessible options. This has greatly affected how our team looks to communicate with guests, and the trend has shifted our marketing strategy to digital-first. Our approach prioritizes meeting our guests where they want to be met and customizing our digital strategy to engage with them on their terms.

To grow our digital experience effectively, we have to rely on consumer data. This allows us to make educated decisions and ensure we use new media technologies efficiently to connect with the right guests within a 3-mile radius of our stores. Using data, we’ve also built a digital ecosystem across the Jack in the Box network to develop a stronger and more valuable guest relationship. As we head into the final months of the calendar year, digital now encompasses 8% of our sales and has increased 135% over the past year.

One of the more important elements to our digital strategy is the enhancement of the Jack in the Box mobile app. This year alone we’ve made multiple improvements to make the platform easier to use, and we are continuing to optimize its structure and ordering features with the mission of incentivizing guests to use the app.

Most recently, we launched our first loyalty program exclusively on the mobile app, “The Jack Pack.” Through the program, guests can earn loyalty points on in-app purchases and redeem those points for rewards on future orders. Over the last 18 months, our customer database on the app has grown more than 60%, with The Jack Pack contributing to that growth.

As a result of evolving consumer behavior, it’s also critical that our team continues to seek out innovative and fun opportunities to connect with both our loyal and new guests in authentic ways. One example is integrating Jack in the Box to the sports and gaming world. It’s a natural fit for our brand as we’ve learned that nearly a quarter of our guests prefer gaming as their entertainment choice.

Through our strategy, we are looking to make Jack in the Box more Cultural, Relevant, Authentic, Visible, Easy, and Distinctive (CRAVED) to drive brand loyalty. To accomplish this, we are constantly adjusting our marketing strategy to fit the ever-evolving needs of our guests, and advancing our digital strategy has already proven to be effective.

Published: October 25th, 2021

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