News
Jack in the Box moves to new fries
March 8, 2010
Jack in the Box is replacing its natural-cut fries with a crispier version, the company has announced. The new french fries will roll out across the system this month.
"Fewer menu items generate more polarizing opinions than french fries," TammyBailey, division vice president of menu marketing and promotions for Jack in the Box Inc., said in a news release. "We've received a lot of feedback from consumers on what they like most about french fries, with flavor, texture and crispness at the top of the list. So we created our new French fries with a crispier outside texture that enhances the potato flavor and helps them retain their temperature."
The new french fries are available at participating Jack in the Box restaurants in threesizes – small, regular and large – and approximately priced at $1.39, $1.79 and $1.99,respectively.
Stuart Morris, owner and operator of QSR Consulting Group Inc., said the new fry offering is a good move for the company, which recently reported same-store sales declines of 11.1 percent at company stores for its most recent quarter.
"Switching the fries to a crispier version is absolutely the right thing to do," he said. "Fries and burgers are partners to a great meal. When one isn't very good, the meal suffers. Jack in the Box has great burgers, but their fries did little to excite anyone. Blogs comparing Jack in the Box to nearly any other burger competitor praise Jack on nearly all food platforms except fries — which were vilified.
"There is no downside risk to providing guests a better tasting fry, and there is much to be gained — a higher quality fry and burger meal that produces 'buzz' and sales gains," he said.
Related Media
Subscribe
Get the latest news and resources from QSR Web.
