Jack in the Box – Mini Cowboys-Innovation in the face of discounting

Category: Restaurants
Brand/Client: Jack in the Box
Primary Agency: Secret Weapon Marketing / La Agencia de Orci & Associates
Media Agency: Horizon Media
Contributing Agencies: Apollo Interactive

STRATEGIC CHALLENGE

SAME STORE SALES TOUGH TO ACHIEVE WITH FEWER CONSUMERS EATING OUT

In the Quick Service industry, product success is measured by year-over-year same store sales. In a mature category, year-over-year gains aren't easily accomplished. Gains can be achieved only by persuading users to choose your restaurant over hundreds of other options. This requires more than just a compelling offer. When you're a regional player, with one quarter of the restaurants your competitors have, it requires even more. To make matters worse the overall number of fast food users shrunk in 2008 for the first time ever and restaurant visits were down dramatically in March, April and May of 2009. (source: Sandelman & Associates and NPD Crest) The fast food pie had become smaller – but we still had to persuade this shrinking number of people to visit Jack in the Box.