History of Jack in the Box
Businessman Robert O. Peterson opened the first Jack in the Box in 1951. Equipped with an intercom system and a drive-thru window, the modest restaurant served hamburgers to San Diego motorists for only 18 cents.
In addition to his Jack in the Box restaurants, Mr. Peterson operated other restaurant chains along with a food manufacturing facility as divisions of the parent company San Diego Commissary Co. In 1960, San Diego Commissary changed its name to Foodmaker Co., and Jack in the Box opened its first restaurants in Phoenix, Ariz. Three years later, Jack in the box expanded into Texas, opening restaurants in the Houston and Dallas-Ft. Worth areas.
The Jack Ad Campaign
Longtime customers will remember Jack as a clown who served atop the family-friendly drive-thru speaker box. He was blown up in a 1980 television commercial to signal a shift toward more adult fare.
In 1995, Foodmaker launched an advertising campaign that featured Jack as the company’s fictional founder, CEO and ad pitchman. With his biting wit, his dedication to offering guests the best fast-food experience and his oversized, ping-pong ball-shaped head, Jack and his commercials were an instant hit.
Jack in the Box Inc. and Qdoba
Soon, Jack started popping up on antenna toppers, Pez dispensers and many other objects. In addition to more than 32 million Jack antenna balls, more than 5 million premiums bearing his likeness have been sold since 1995.
Over time, Foodmaker closed its manufacturing facilities and divested itself of all restaurant concepts except Jack in the Box. As a way of acknowledging the brand’s growth and strength, the company changed its name to Jack in the Box Inc. in 1999.
Jack in the Box Inc. entered the fast-casual restaurant in 2003 with the acquisition of Qdoba Restaurant Corporation, operator and franchiser of Qdoba Mexican Eats. With more than 600 restaurants in 47 states, the District of Columbia and Canada, Qdoba is a leader in fast-casual dining. Each Qdoba restaurant showcases food that reflects their passion for ingredients, innovative flavors, handcrafted preparation and warm service.
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To learn more about Jack in the Box, visit www.jackinthebox.com or