Is Jack in the Box Directly Targeting Drunks and Stoners?

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You have seen many fast-food and casual dining chains aim to get more and more of those food spending dollars over the years. If you are a partier, you already know where to go, but the ads keep coming and one from Jack in the Box Inc. (NASDAQ: JACK) is the newest and one of the more bold.

We will admit that Jack in the Box certainly is not the first nor the only chain targeting the late-night menu crowd. If you are now or ever have been in your teens or twenties, or simply are in the late night party crowd regardless of age, the drive-thru reminders should be obvious about who the target market is. Even the wording of the munchies, curfew, late night lovers, when things get twisted, and more all are buzzwords that sure seem targeted toward those out partying.

Jack in the Box already has served the late-night drive-thru crowd for years. It is using buzzwords in its press release that should be more than just a bit obvious. What does the title” Jack’s Munchie Meal” sound like? Also what about “mellow even the meanest manifestation of the munchies”?

The company press release even says, “This is a party — and it rages on ’til 5 in the morning!” And what about the term “late night food call” in there? We have highlighted many phrases in Jack’s press release. The emphasis here should be a bit obvious.

Press release below:

Hunger has no curfew, and can strike at any time of night. Luckily, Jack in the Box® has developed the cure to mellow even the meanest manifestation of the munchies – Jack’s Munchie Meal™. Late night lovers can choose from 4 different perfectly packaged menu options, complete with sides and a drink; it’s a Jack-sized ton of food for just $6.00, plus tax, at participating locations.

The party starts at 9 p.m. when things at Jack in the Box get a little twisted. The beat turns up, and the purple glow from the menu board signals it’s time for Jack’s Munchie Meal™. Available nightly only after 9 p.m., every Jack’s Munchie Meal™ comes in its own box with 2 tacos, Halfsie fries (half Seasoned Curly Fries, half French Fries) and a 20 oz. drink, plus one of 4 awesome, new entrées exclusive to Jack’s late night menu:

  • Stacked Grilled Cheese Burger – Sourdough grilled cheese on top, cheeseburger on bottom. Tuck into this tasty bunk bed.
  • The Brunch Burger – A burger with a fried egg and a crispy hash brown for when it’s so late you don’t know whether it’s dinner or breakfast.
  • Exploding Cheesy Chicken Sandwich – A chicken sandwich exploding with mozzarella cheese sticks and gooey white cheese sauce. Oh my cheesy goodness.
  • Loaded Chicken Nuggets – Chicken nuggets drowning in two kinds of cheese with ranch and bacon. Rescue them!

Additionally, each entrée can be purchased separately after 9 p.m. for $4.00, plus tax, and Halfsies are always available for $2.50, plus tax, at participating locations.

“Our new late night menu was designed for the other nine-to-fivers, and we made sure it’s worthy of standing up to hunger at any time of night,” said Keith Guilbault, Vice President of Menu & Innovation at Jack in the Box. “Jack in the Box is known for offering its full menu, including breakfast, all day every day. And while that still holds true, our 4 new entrées are unique to our late night menu and sure to have guests wishing it was 9 p.m. already.”

Jack’s Munchie Meal™ isn’t the only thing new about the after-9 p.m. vibe at Jack in the Box. The restaurant team is pumped for late night and decked out in brand new purple and black uniforms, the music is on and the volume is up. This is a party – and it rages on ‘til 5 in the morning!

*****

The website used for this promotion is latenightfoodycall.com. It doesn’t exactly say “the fourth meal,” but it is the same if not more bold. When would something looking like the image below of loaded chicken nuggets be the most enticing to you?

The website for Latenightfoodycall.com even has a sign-up for “Get Some Tasty Texts” and “Bacon-Infused Email.”

Jack late night

Here are some of the tweets under #JacksMunchieMeals:

  • JacksMunchieMeal really makes me wish I was stoned.
  • Watching, ‘The Godfather’ :) got a #JacksMunchieMeal and #Corona and #Budweiser enjoying the movie. :) - #JackInTheBox #beer #movieFor all you “” smokers
  • #jacksmunchiemeal #jackinthebox they won’t make it till you order it. Lol
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