Jack in the Box(R) Tempts Super Bowl Crowd with New Combo Deal & Spring Break Vacation

Chain to debut double-patty All-American Jack™ combo in Super Bowl ad and launch sweepstakes for seven-day Cancun vacation

January 31, 2011 // Franchising.com // SAN DIEGO — With much of the nation's attention focused on February 6th's Super Bowl, Jack in the Box® restaurants will once again leverage a break in the gridiron action to debut a new television ad and savory new burger appropriately named the All-American Jack™. The 30-second commercial affirms many of the red, white and blue attributes that Jack loves about America – from national symbols of patriotism like bald eagles and bison to jury duty. Oh … and Spring Break on a 14-mile-long island on the Mexican Caribbean.

"We know our guests love to eat great tasting burgers and love to party, so what could be better to debut before a huge TV viewing audience than a delicious new burger and an opportunity to win a Cancun vacation," said Terri Funk Graham, senior vice president and chief marketing officer for Jack in the Box Inc.

In the ad Jack describes his new All-American Jack burger as featuring two juicy jumbo beef patties piled high with melting American and Swiss-style cheese, ripe tomato, fresh lettuce and pickles. And for a limited time beginning Feb. 3, Jack in the Box is offering the All-American Jack Combo, including a 20-oz. beverage and small order of fries, for just $4.99, plus tax.

As if the new burger and value message are not enough, when Jack concludes his on-air pitch for the All-American Jack, he ditches a Lincolnesque stovetop hat in favor of a sombrero to promote a sweepstakes for a Spring Break vacation in Cancun, Mexico. One lucky winner, along with 10 friends, will enjoy a 7-day vacation in Cancun, including airfare, hotel accommodations and $5,000 cash. Guests may enter by simply ordering an All-American Jack Combo and visiting a new website (www.AllAmericanSpringBreak.com) where they can enter a unique code printed on every receipt including an All-American Jack Combo purchase. Additional sweepstakes details, along with video entertainment and a fun tool that offers helpful Spanish phrases to revelers on Spring Break (i.e., "No sé por qué mi cama está en la alberca" – "I don't know why my bed is in the pool"), will also be posted at www.AllAmericanSpringBreak.com, beginning Feb. 6. The sweepstakes runs Feb. 6 through March 25.

[Note to media: The All-American Jack will not be offered in Austin, St. Louis or Yakima. Highresolution images of the All-American Jack Combo and sweepstakes website are available at www.jackinthebox.com/corporate/press-room/photo-gallery/.]

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 19 states. Additionally, through a wholly owned subsidiary, the company operates and franchises Qdoba Mexican Grill®, a leader in fast-casual dining, with more than 500 restaurants in 43 states and the District of Columbia. For more information, visit www.jackinthebox.com.


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