Added: 10/26/2005 |
Jack in the Box from San DiegoThis year Zogby International defined the most popular fast-food restaurants. Jack in the Box was also included into the list.
Jack in the Box is an American fast food restaurant chain founded in 1951. The first Jack in the Box was situated in San Diego, CA. Now the chain has 2003 locations in 17 states. The greatest number of the restaurants is located in California, Texas, Arizona, and Washington. Many Jack in the Box places of locations are freestanding. Others may be attached to some oil and gas station service centers or at malls and shopping centers.
The restaurant became popular after a highly successful marketing campaign that introduced fictitious Jack in the Box mascot. The "Jack" character had a ping pong ball-like head and was dressed in a business suit. Its advertisments tended to be lightly humorous, often making Jack finding business decisions about the restaurant chain's food products. Originally Jack was a clown-like character, but he was "killed" in the 1980s in order to give the chain a more mature appeal and serious look. But later, the company had to return to the clown again. He returned ("thanks to the miracle of plastic surgery," according to Jack) in his more serious, modern form in 1995. At the end of his first commercial back, he "blew up" the Board of Directors as retribution. One more was an advantegeous course, which Jack in the Box proprietors found. They decided to present free car antenna balls with every meal, thus increasing brand development. Even now these Jack in the Box antenna balls can be seen on many cars, especially on the US West Coast.
The restaurants menu include such meals as the Jumbo Jack, Spicy Chicken Sandwich, Bacon Ultimate Cheeseburger, Bacon Bacon Cheeseburger, and Sourdough Jack. All these are varieties of burgers and hamburgers. As the usual european food builds the most of menu, local delicacies are a regular part of the meals. It can be the Paniolo Breakfast (Portuguese sausage, eggs and rice platter), teriyaki chicken and rice bowl (now discontinued), and saimin. In the Southeast of the United States, the company offers biscuits and sweet tea. Recently, Jack in the Box also introduced its own Ciabatta Burger and Ultimate Club Sandwich.
In 1993, Jack in the Box suffered a heave crisis. The thing is that four people died and hundreds of others became sick after eating undercooked hamburgers, which contained E.coli bacteria in them. All the accidents took place in the Seattle area and other parts of the Pacific Northwest. After a number of lawnsuits, it was strictly demanded that Jack in the Box hamburgers must be properly cooked. In spite of all the difficulties and misfortunes, the company is alive and flourishing, selling millions of jack in the box nutritional each day. Nowadays, thsese hamburgers enjoy great popuarity among Americans. So that a new "fast-casual" restaurant, JBX Grill was opened in June, 2004.
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