Everyone knows Jack in the Box. Even though the QSR leader is primarily located on the West Coast, the brand has awareness nationwide. Responsible for many fast food industry firsts including the launch of the first breakfast sandwich and portable salad, Jack in the Box is king when it comes to menu innovation and creativity.
What you might not know is that Jack in the Box hasn’t franchised in a decade. Famous for its “curly fry” mentality, burgers, Tiny Tacos and more, Jack in the Box hired a new CEO in 2020 and as a result, the company’s growth strategy began to change. Last year, the brand elected to relaunch its franchise development program and looked to Fish to help them tell that story.
To help communicate Jack’s franchising relaunch, Fish enacted a strategy that would target A-list national business media and showcase the opportunity available to single- and multi-unit franchisees in a variety of markets across the country.
In March 2021, Fish constructed a “virtual media tour” for CEO Darin Harris and lined up interviews with CNBC’s Squawk Box, Yahoo! Finance Live, Business Insider, Bloomberg Radio and the Wall Street Journal. Each interview allowed Darin to elaborate on the Jack in the Box franchising opportunity, but also provided him the chance to share information around the brand’s sales success, menu innovation, off-premise plans, target markets, and more.
The feedback has been incredible and Jack has received several franchising inquiries resulting directly from the “virtual media tour.” Fish’s franchise development PR efforts will continue and we’re excited to showcase the brand and help educate the franchising community on the available opportunities with the fast food leader.
Be on the lookout for Jack in the Box. They could be coming to a town near you.