When Jack in the Box introduced its current website in 2002, blackberries were fruit and only birds “tweeted.” Today, Jack in the Box unveiled a new, updated website -“ www.jackinthebox.com -“ that’s loaded with , informative and interactive tools that highlight the chain’s menu and popular namesake -“ Jack.
“Online marketing has become much more sophisticated since we last revamped our website,” said Terri Graham, senior vice president and chief marketing officer for Jack in the Box Inc. “The advancements in technology, as well as the rise of social media like Facebook and Twitter, have really raised the bar on the level of entertainment and engagement consumers expect from websites.”
The newly designed Jack in the Box website is really two sites wrapped into one. There’s the company info site, which is devoted to nuts-and-bolts corporate information, then there’s the site devoted to consumers that highlights the chain’s famous fictional founder, Jack, and its innovative menu items, which are available anytime day or night.
“Two of our greatest assets are Jack and our unique menu,” said Graham. “Our goal was to leverage both of those strengths through the new site.”
Visitors to the new website are greeted by Jack, who points out a few features on the site and then invites guests to visit his virtual office, which offers a variety of interactive functions that allow Jack to travel beyond the limits of the site. For example, visitors can have Jack send personalized phone calls or e-mail messages on their behalf, such as having Jack call in sick for them or call to ask a special someone out on a date.
Outside of Jack’s office, fans can watch the chain’s latest TV commercials, purchase Jack Ca$h cards and view extensive menu and nutritional information.
Jack in the Box beefed up the site’s menu section with color photos and detailed product descriptions and nutritional information. The company also streamlined its interactive nutrition calculator, “Build A Meal,” which enables customers to compute nutritional information for their favorite Jack in the Box meal or a customized version of any burger or sandwich.
On the company site, visitors can read about the history of Jack in the Box, learn about franchising opportunities, and access an enhanced investor relations section, which enables visitors to sign up for e-mail alerts on regulatory filings, presentations, news releases, and other current events regarding Jack in the Box. Visitors can also view job openings and read about the company’s charitable activities through The Jack in the Box Foundation.
