Jack in the Box® Launches New Website
New Desktop and Mobile Platforms are On-brand, Off-beat and Full of the Unexpected
SAN DIEGO - Jan. 29, 2013 - (BUSINESS WIRE) - Jack in the Box® restaurants today announced the debut of a completely redesigned website (jackinthebox.com) that reflects the brand’s unique personality while delivering content in a fun way that heightens the engagement of online visitors.
Driven by the mobile-first behavior of the QSR chain’s devoted fan base and inspired by the innovative Jack in the Box brand and its fictional CEO, Jack Box, the new guest-centric site provides an experience designed to surprise and entertain visitors in unexpected ways.
“We want to give our guests an exciting, new online presence, while keeping the tone consistent with the brand our fans know and love,” said Nick Fletcher, DVP of Marketing Communications at Jack in the Box. “We felt that it was time to take a major leap forward. The new site pushes our brand into new territory and engages Jack fans like never before.”
The redesign was executed by Struck, a Salt Lake City-based digital-forward creative agency and the brand’s digital agency of record since 2012.
“Our strategic approach was always to match the behavior of our core audience,” said John Gross, Strategist and Account Director in Struck's Portland office. "A significant amount of the traffic to this site is from mobile devices. So we started with a mobile-first approach, always asking how everything would look, function and perform on mobile devices. With this new site, we plan to significantly increase the number of repeat visitors, while prompting them to share what they’ve discovered with their social networks, raising overall consumer brand awareness of Jack in the Box in the digital sphere.”
The focus on consumer behavior also revealed a desire for content that explores the world of Jack Box, the chain’s fictional CEO. The new site delivers with branded content in unexpected places, such as photo filters to customize Jack in the Box products, “Easter eggs” hidden in the location finder, and an interactive “zipper” that, when unzipped, rewards website visitors with animated .gifs, food images and other off-beat, humorous content.
“We want to reward brand loyalists for poking around the site,” said Matt Anderson, Creative Director in Struck’s Portland office. “Whether it’s an animated .gif of a cat riding a bacon rocket or a photo filter that puts Seasoned Curly Fries in a ‘Jungle Cat’ setting, we’re providing the audience with a range of social objects that can be shared with their friends.”
Along with the new brand site, Struck also redesigned the Jack in the Box corporate website (jackintheboxinc.com). The new corporate site streamlines navigation and more efficiently provides important business information for potential franchisees, investors and other key stakeholders.
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 21 states. Additionally, through a wholly owned subsidiary the company operates and franchises Qdoba Mexican Grill®, a leader in fast-casual dining, with more than 600 restaurants in 44 states, the District of Columbia and Canada. For more information on Jack in the Box and Qdoba, including franchising opportunities, visit jackinthebox.com or qdoba.com.
Jack in the Box®