SAN DIEGO Combining nostalgia peddling and value-meal marketing, Jack in the Box has brought back its '70s-era, double-patty, “Secret Sauce” dripping Bonus Jack sandwich for a $3.99 bundle.
San Diego-based Jack in the Box is fielding the Bonus Jack limited-time offer, which includes a small order of fries and a small drink, at a time when rival McDonald’s is pushing its $2.99 Mini Meals bundle that combines a sandwich, a small order of fries and a small drink, among many other value offerings by quick-service chains.
The Bonus Jack, which debuted in 1970, is made with two beef patties, two slices of American cheese, lettuce, pickle, a triple-decker bun and the chain’s once signature Secret Sauce. Among others in the genre, it joined the double-patty Big Mac sandwich with “special sauce” launched by McDonald’s in 1968 and the Bob’s Big Boy two-patty-three-bun sandwich that had been an icon among hand-held-food aficionados since the '40s.
“Our guests today can now experience a popular blast from Jack’s past and a value-priced combo meal that is particularly appealing to those on a tight budget,” said Tammy Bailey, division vice president of menu marketing and promotions for Jack Box Inc.
Jack in the Box Inc., which operates or franchises about 2,200 namesake restaurants in 18 states, said the Bonus Jack bundle is not available in handful of markets, including San Diego and St. Louis.
For the third quarter ended July 5, same-store sales for Jack in the Box company stores fell 1 percent, compared with a year-ago decrease of 0.4 percent. The company said it expected fourth quarter same-store sales to fall between 2.5 percent and 4.5 percent at company-operated restaurants, compared with a 0.8-percent decline in last year’s the fourth quarter.
Contact Alan J. Liddle at [email protected].
