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MenuMasters 2016 Best New Menu Item: Jack in the BoxMenuMasters 2016 Best New Menu Item: Jack in the Box

Presented by Nation’s Restaurant News and sponsored by Ventura Foods, the MenuMasters Awards honor culinary excellence in menu development.

Bret Thorn, Senior Food Editor

April 18, 2016

3 Min Read
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How do you revitalize a legacy quick-service brand? Improve the food.

That’s what 2,250-unit Jack in the Box did with its Classic Buttery Jack. The San Diego-based chain moved away from its seasoned beef and brought in a new quarter-pound patty of 100-percent beef that it seasoned by melting garlic-herb butter on top. Then it got rid of its sesame seed bun and replaced it with a new one that’s toasted and dressed with a buttery spread. The sandwich is rounded out with creamy tomato sauce, green leaf lettuce, tomatoes and provolone cheese.

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Jeff Zwally, Jack in the Box’s vice president of culinary development, said the process started in January 2013 and the development team tried more than 150 combinations and builds.

The Classic Buttery Jack was introduced as a permanent item in January, along with the Bacon & Swiss Buttery Jack dressed in bacon mayonnaise, hickory smoked bacon and Swiss cheese.

Jack in the Box's Classic Buttery Jack

Management at Jack in the Box Inc. declared it the most successful product launch in recent memory, and credited it, in part, with the 8.9 percent increase in systemwide sales during the second quarter of 2015.

Jack in the Box followed that up with a limited-time-offer based on the Classic Buttery Jack. The Portobello Mushroom Buttery Jack, offered from July through September, was topped with portobello mushrooms, peppercorn mayonnaise, grilled onions and Swiss cheese, along with the melted garlic-herb butter.

Seeing that customers responded to the ingredient changes, Jack in the Box then rolled out Buttery Jack’s new buns, lettuce and tomatoes that it introduced in the Buttery Jack to its other burgers, and swapped out its mayo onion sauce for real mayonnaise.

Correction: April 18, 2016 An earlier version of this article misstated the order in which new versions of the Buttery Jack were introduced and when the ingredient upgrades were extended to other burgers. As a result, the roll out did not impact sales in the third quarter of 2015.

Contact Bret Thorn at [email protected]
Follow him on Twitter: @foodwriterdiary

About the Author

Bret Thorn

Senior Food Editor, Nation's Restaurant News

Senior Food & Beverage Editor

Bret Thorn is senior food & beverage editor for Nation’s Restaurant News and Restaurant Hospitality for Informa’s Restaurants and Food Group, with responsibility for spotting and reporting on food and beverage trends across the country for both publications as well as guiding overall F&B coverage. 

He is the host of a podcast, In the Kitchen with Bret Thorn, which features interviews with chefs, food & beverage authorities and other experts in foodservice operations.

From 2005 to 2008 he also wrote the Kitchen Dish column for The New York Sun, covering restaurant openings and chefs’ career moves in New York City.

He joined Nation’s Restaurant News in 1999 after spending about five years in Thailand, where he wrote articles about business, banking and finance as well as restaurant reviews and food columns for Manager magazine and Asia Times newspaper. He joined Restaurant Hospitality’s staff in 2016 while retaining his position at NRN. 

A magna cum laude graduate of Tufts University in Medford, Mass., with a bachelor’s degree in history, and a member of Phi Beta Kappa, Thorn also studied traditional French cooking at Le Cordon Bleu Ecole de Cuisine in Paris. He spent his junior year of college in China, studying Chinese language, history and culture for a semester each at Nanjing University and Beijing University. While in Beijing, he also worked for ABC News during the protests and ultimate crackdown in and around Tiananmen Square in 1989.

Thorn’s monthly column in Nation’s Restaurant News won the 2006 Jesse H. Neal National Business Journalism Award for best staff-written editorial or opinion column.

He served as president of the International Foodservice Editorial Council, or IFEC, in 2005.

Thorn wrote the entry on comfort food in the Oxford Encyclopedia of Food and Drink in America, 2nd edition, published in 2012. He also wrote a history of plated desserts for the Oxford Companion to Sugar and Sweets, published in 2015.

He was inducted into the Disciples d’Escoffier in 2014.

A Colorado native originally from Denver, Thorn lives in Brooklyn, N.Y.

Bret Thorn’s areas of expertise include food and beverage trends in restaurants, French cuisine, the cuisines of Asia in general and Thailand in particular, restaurant operations and service trends. 

Bret Thorn’s Experience: 

Nation’s Restaurant News, food & beverage editor, 1999-Present
New York Sun, columnist, 2005-2008 
Asia Times, sub editor, 1995-1997
Manager magazine, senior editor and restaurant critic, 1992-1997
ABC News, runner, May-July, 1989

Education:
Tufts University, BA in history, 1990
Peking University, studied Chinese language, spring, 1989
Nanjing University, studied Chinese language and culture, fall, 1988 
Le Cordon Bleu Ecole de Cuisine, Cértificat Elémentaire, 1986

Email: [email protected]

Social Media:
LinkedIn: https://www.linkedin.com/in/bret-thorn-468b663/
Facebook: https://www.facebook.com/bret.thorn.52
Twitter: @foodwriterdiary
Instagram: @foodwriterdiary

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