How do you bring a culture of innovation to Jack In The Box?
From 2015 through 2017, Jack In The Box relied on The Culinary Edge as their innovation partner to develop newsworthy and exciting promotional items. With my leadership, The Culinary Edge conceptualized numerous menu platforms focused around customization, increased portability, new formats, and overall quality improvements. During this collaboration, we developed over 16 different products that are still working their way through Jack In The Box's innovation pipeline.
Brunch-fast.
Our most successful platform to launch was 'Brunchfast,' the idea of bringing brunch favorites like an egg-topped burger, a croissant burger, loaded breakfast plate, mini pancakes, and many others, to the all-day menu. At the time, Jack In The Box was the first QSR brand to bring eggs outside of the morning day-part, and this promotion was their most-successful platform launch ever.
Make it portable.
One of the insightful takeaways derived from our extensive consumer research was the desire for menu items to be inherently portable, without sacrificing on flavor or indulgence. The majority of Jack In The Box sales were either to-go or through the drive-thru, with most guests enjoying their food in the car. We conceptualized a series of items that strategically took familiar favorites and made them more portable by changing the size, sauce application, or packaging. Mini tacos launched with great success, giving guests an improved taco-eating experience without the mess.
Munchie innovation.
The most compelling, existing menu category at Jack In The Box is their 'Munchie Meal.' These meals are available all day but drop in price between 10 PM - 6 AM, targetting a value-seeking, late-night guest; frankly, somebody who is likely stoned or drunk. Despite their overwhelming success with the category, the company had not made any significant changes since it launched. We presented new ways for guests to interact with the Munchie Meal, including over the top menu items and fun, customizable ordering changes. Below are two menu items we conceptualized that have since launched.