News
Jack in the Box adds LTO mix-&-match value menu
April 26, 2010
Jack in the Box restaurants have kicked off a new way to promote value with a mix-and-match deal. The Pick 3 for $3 promotion allows guests to mix and match any three of the following eight menu items for just $3: Hamburger Deluxe, Jr. Bacon Cheeseburger, Chicken Sandwich, Onion Rings, Egg Roll, small French Fries, an order of five Mini Churros and small fountain drink.
Tammy Bailey, division vice president of menu marketing and promotions for Jack in the Box Inc., said the promotion offers "a great opportunity for our guests to take advantage of the variety in our menu and customize a meal featuring some of our most popular items at a great value."
Jack in the Box has been fighting to resuscitate slumping same-store sales, which hit double-digit declines in its last fiscal quarter. Jack in the Box CEO Linda Lang said on the company's earnings call that it will focus on value-priced combos and other limited-time bundled-value promotions.
　
Jack in the Box promoted a number of value offerings in its first quarter, including $1 burgers and combo deals such as the Jumbo Deal, which featured a Jumbo Jack burger, two tacos, small fries and small drink for $3.49. Those promotions boosted traffic but impacted average check, Lang said on the call.
Pick 3 for $3 is available at participating restaurants for a limited time.
Dairy Queen also introduced a mix-and-match value menu in February 2009, allowing customers to mix and match nine menu items, choosing two for $3, three for $4 or four for $5. Dairy Queen officials have said the Sweet Deals menu has been popular with customers and boosted traffic.
Lane Schmiesing, International Dairy Queen vice president, brand marketing, said in an earlier interview that the chain was pulling back on its TV promotion of the value menu in 2010. In 2009, the mix-and-match value menu boosted lunch traffic as well as in the afternoon daypart as customers liked the price and the variety.
Schmiesing said the deal menu did lead to a "fluctuation" in average check, but "I guess the old question is where would we be without that kind of value menu offering?"
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