Jack in the Box games its way into the hearts and minds of millennials and Gen Z

Jack in the Box, the quick-service restaurant chain, has tapped into the power of e-sports as a means to engage with young consumers.

Jack in the Box, the quick serve restaurant chain, is using professional video gaming to forge a bond with millennials and members of Generation Z.

“Gaming is no longer a niche [sport],” Sheena Dougher, the company’s director/customer...