Earlier this year, Jack in the Box introduced a new “Double Jack” burger with a one million-burger giveaway and a “Declaration of Delicious” campaign that included innovative use of the new Facebook Canvas format, among other elements.
Now, the quick-serve restaurant chain — which is pushing to elevate its quality perception — is launching a 24/7 menu featuring brunch items, dubbed “Brunchfast.” (Now we know why the brand filed to trademark that word mash-up back in May.)
The company success is based in no small part on serving its whole menu, including breakfast items — and sales in the breakfast daypart reached an all-time high of 23% of the mix in Q2, CEO Len Comma said in reporting the quarter’s results in May. However, he also said that McDonald’s’ all-day breakfast introduction was contributing to “weakness in the 10:30 to noon period,” according to BurgerBusiness.com.
In short, launching a menu featuring “craveable” items like the Bacon & Egg Chicken Sandwich, Brunch Burger and Southwest Scrambler Plate looks like a strategy to battle McD’s all-day breakfast and perhaps boost late-morning business in particular.
“Brunch enthusiasts no longer have to wait until the weekend to satisfy their brunch cravings,” said Iwona Alter, Jack in the Box VP, product marketing. “With Brunchfast, we’re giving our guests 247 access to the distinct, craveable flavors of brunch whenever they want it and wherever the hunger strikes.”
With “craveable” clearly being the message, it’s not surprising that the campaign’s launch TV spot (below) is based on the premise that Cricket, the (amazingly normal-looking) wife of brand’s mascot, Jack, is pregnant.
Turns out her cravings were the inspiration for the new 24/7 Brunchfast menu. It was that or having Jack’s mother-in-law come to visit…