What is in this article?:
- Jack in the Box launches late-night menu
- Taking on competitors
Jack in the Box's new late-night menu appears to be a direct appeal to the post-party crowd.
Jack in the Box has launched a new late-night menu that takes direct aim at competitors, McDonald’s and Wendy’s, the company said Thursday.
In what appears to be a direct appeal to the post-party crowd, San Diego-based Jack in the Box Inc. rolled out Jack’s Munchie Meal earlier this month. The four packaged menu options with sides and a drink are available from 9 p.m. to 5 a.m. and are priced at $6, plus tax, at participating locations.
But it’s not only about the food: Jack in the Box also wants to get the party started at 9 p.m. At that time, the restaurants’ vibe will shift, with late-night-only purple menu boards and new purple-and-black uniforms for staff members.
A late-night playlist of dance and Top 40 music will be played at a louder volume until 5 a.m., when the atmosphere shifts to breakfast service.
“We wanted to create a really fun experience,” said Jennifer Kennedy, Jack in the Box Inc. senior manager of innovation. “We want to be that exclamation point at the end of someone’s night.”
While the majority of Jack in the Box’s 2,250 units are open 24 hours, most late-night business is at the drive thru, and not all of those units keep their dining rooms open all night. However, drive-thru customers will still experience the late-night vibe with the uniform change and pumped-up music, said Kennedy.
Jack in the Box has long promoted its all-day breakfast menu to the after-midnight crowd, but the new Jack’s Munchie Meal targets teens, late workers and partiers looking for something salty, cheesy and filling between dinner and breakfast.
Jack’s Munchie Meal is served in a box with two tacos, “halfsie” fries (half seasoned curly fries and half regular French fries), and a 20-ounce drink, along with a choice of entrees:
• The Stacked Grilled Cheese Burger: A cheeseburger topped with a grilled cheese sandwich made with sourdough bread;
• The Brunch Burger: A burger topped with a fried egg and crispy hash browns;
• The Exploding Cheesy Chicken Sandwich: A chicken sandwich topped with fried mozzarella cheese sticks and gooey white cheese sauce;
• Loaded Chicken Nuggets: Chicken nuggets “drowning” in two kinds of cheese with ranch dressing and bacon.
Customers can purchase entrees separately after 9 p.m. for $4. Halfsies are available at any time for $2.50.
The $6 price point is designed for the value-conscious late-night diner who isn’t necessarily looking at price alone, Kennedy said.
“We know that late-night people want to get a lot of food for a little money,” she said. “They’re looking for an indulgent treat. It’s everything in moderation, but it appeals to a certain Millennial.”