Jack in the Box moves marijuana users to minimeals

Jack in the Box marketing leaders must have had their tongues firmly planted in their cheeks when they opted to offer the chain's new cannabis-inspired LTO for just one week in January in Long Beach, California, imploring notoriously laid-back pot smokers there to "move quickly."

The Jan. 18-25 deal with that somewhat counter-intuitive call-to-action, marks the second time the chain has targeted recreational users of the popular drug after introducing a Munchie Meal in 2012 when its home state of California legalized pot. This time the brand has partnered with leading cannabis media and lifestyle platform, Merry Jane, to promote the Merry Munchie Meal as part of its late-night menu.   

Included in the snack-ish product are two tacos, two mini-churros, 3 chicken strips and Halfsies, defined as half curly fries and half onion rings, along with a small drink, for $4.20.

As noted in today's article on QSRweb about the "trends in the 2018 trend lists," cannabis culture is expected to be an increasing player in the fast food industry's strategies, according to product development company, CCD Innovations because it helps diners enjoy some "time away" from the everyday hustle. Merry Jane COO Scott Chung said this LTO is a way of affirming diners' choice of cannabis for downtime.

"Launching the Merry Munchie Meal is the perfect way to acknowledge the cannabis culture in our shared home state of California," Chung said in the release. 

Just three Long Beach Jack in the Box restaurants are taking part in this LTO promotion, including:

  • 5601 Pacific Coast Hwy
  • 3032 Palo Verde Ave
  • 652 Atlantic Ave

Jack in the Box is based in San Diego and has more than 2,200 restaurants in 21 states and Guam. 

Topics: Customer Service / Experience, Fast Casual Executive Summit, Food & Beverage, Marketing / Branding / Promotion, Restaurant Franchising & Innovation Summit

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