jack in the box
Brief: Get Texans to consider JIB by creating a limited experience that resonates with them.
Insight: Texans love Whataburger. We have literally zero chance of competing for the #1 spot.
But we can compete with Wendy's, Sonic and the like by out Texas-ing them.
Fun Fact: I was one of three Texans at the D&G office in 2018. All three of us were on this project.
Here are some ideas I came up with before the budget got cut to "BBQ Texas menu item" ideas only.
Howdy Pardner
Blue Bell has a special place in the hearts of Texans, along with 7-foot homecoming mums and the wacky food creations at the Texas State Fair. Which gives us an idea.
Jack in the Box will Pardner with Blue Bell to create a pop-up restaurant during rodeo season in Houston. We'll work with Blue Bell to create some wacky, limited-time treats for patrons that, with a little luck, may stick around for a while longer at participating locations.
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Broiled by The Sun
Most people don't realize Texas is the leading state in wind and solar power (as of 2018). Georgetown is the largest US city to run on a renewable energy grid.
Jack in the Box will open a mini-prototype store that runs entirely on renewable energy. We're talking solar powered stoves, fryers, ovens. We announce it as the greenest JIB ever and create new packaging, certifying that your food is broiled by the sun. All inspired by the ingenuity of Texans.
LONGER TERM GOAL:
Thanks to Texas' dedication to energy innovation JIB wants to go green. All JIB food will be broiled by the sun.
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Houston, We Have a Burger
In honor of the 50 year anniversary of the moon landing, JIB presents a new lunar burger with crunchy astronaut cheese. To launch this new item, JIB will count down to its arrival complete with a NASA test video and astronaut service at Houston drive-thru's.
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