Article
Jack in the Box kicks off more reimaging efforts
Rebranding includes new logo, reimaged stores and Web site redesign.
March 4, 2009
SAN DIEGO — Jack in the Box restaurants has revealed its new logo, part of a branding campaign that began on Super Bowl Sunday with an ad featuring the company's mascot Jack being hit by a bus. Jack in the Box's media effort to keep fans apprised of Jack's "status," included a dedicated Web site, updates on social media site Twitter and TV and other traditional advertising.
The fourth ad in the chain's branding campaign featured Jack making his first public appearance after waking from his coma. In the ad, Jack announces the rebranding strategies.
Key elements of the company's brand-reinvention strategy include:
New Logo
The new logo intends to send a clear signal to consumers that today's Jack in the Box is not the Jack of the past. The company also is upgrading its menu, service and restaurants.
The new Jack in the Box logo, which was tested at several locations in the chain's hometown of San Diego, features the company's signature red hue and cube-style design. The new logo prominently features the name "Jack" in script lettering above a simpler, low-key "in the Box," with the swooping tail of the "k" in "Jack" mimicking the large, red smile of the chain's icon.
"Many of our guests refer to us simply as 'Jack,' so emphasizing that through the new logo seemed like a natural progression," said Terri Graham, senior vice president and chief marketing officer for Jack in the Box Inc.
The new logo will be rolled out on packaging, uniforms and in the company's advertising over the next few months. Restaurant signage will be rolled out over the next three to five years.
New Web site
The company also has announced that a new Jack in the Box website will launch later this month. The site will give visitors the opportunity to view the company's latest TV ads and Jack's new virtual, interactive office. From Jack's virtual office, visitors can have Jack make personalized phone calls on their behalf and send e-mail messages to their friends. On the site, visitors can also purchase Jack Ca$h cards and view extensive menu and nutritional information.
Restaurant re-image program
A major element of the company's strategic initiative to reinvent the Jack in the Box brand is a comprehensive restaurant re-imaging program that includes a complete redesign of the dining room and common areas. The enhancements are intended to create a warm and inviting dining experience for Jack in the Box guests. To date, 42 percent of the Jack in the Box system features all interior and exterior elements of the program, including ceramic tile floors, a mix of seating styles ranging from booths and bars to high-top round tables, decorative pendant lighting, graphics and wall collages, music, new paint schemes and landscaping.
The company today confirmed that it's accelerating the pace at which it will enhance restaurant exteriors and expects systemwide completion by the fall of this year. Currently, exterior enhancements are completed at 51 percent of the Jack in the Box system. The company remains on schedule to complete all interior enhancements by the end of 2011.
Menu innovation
Jack in the Box will continue its product innovation later this month with the launch of a new product platform with the introduction of Mini Sirloin Burgers, which feature a trio of all-sirloin patties topped with American cheese, grilled onions and ketchup served on bakery-style buns reminiscent of Hawaiian sweet rolls.
Social networking
Though the company's brand campaign has included multiple TV and radio commercials, the heart of the campaign has resided on the Internet, where the chain's ads and viral videos have been viewed more than 4.3 million times. Jack in the Box also created an interactive website atwww.HangInThereJack.com, where visitors could view the ads and videos, sign up for e-mail alerts regarding Jack's condition and post get-well messages.
In the four weeks since the bus accident, more than 77,000 get well wishes and videos were posted on the Web site and on Jack's Facebook and MySpace pages and on Twitter. The surge of social networking around Jack continued as more than 67,000 people signed up to receive updates on Jack's condition through the website, Jack's Facebook page and Jack's Twitter account.
