Restaurants

Quick Service, casual dining, mid-scale, white table cloth and other restaurants.

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Jack Marches South

For Jack in the Box, the regional 1,600 unit fast food chain, the bar was raised high. 1999 had been a banner sales year, thanks to the successful introduction of their Assemble to Order program. For 2000, sales growth would not come easily: there were no new marketing initiatives or product introductions. The QSR category is quite mature, and Jack in the Box is nearly fully developed in its existing markets. The challenge for Jack in the Box was to try expanding to completely new markets in the South, where awareness was very low, and based primarily on negative imagery. It would require establishing positive awareness, positioning Jack in the Box as a mainstream fast food restaurant, introducing Jack as the CEO, and of course, meeting aggressive sales objectives for the first year. All objectives were exceeded by a wide margin. Jack's march South has been successful indeed.


Brand: Jack in the Box
Client: Jack in the Box
Agency: Kowloon Wholesale Seafood Company

We Won't Make It 'til You Order It

Through late 1998 and 1999, Jack in the Box converted each of its nearly 1,500 restaurants to an Assemble to Order System. This new process represented a significant change in the way burgers were delivered: no more heating bins, no more heat lamps, and no use of microwave ovens. The advertising campaign boldly challenged the industry leaders to follow Jack's lead. The challenge paid off: improved food quality and taste lead Jack in the Box to record sales.


Brand: Jack in the Box
Client: Jack in the Box
Agency: Kowloon Wholesale Seafood Company

Wendy's Late Night

The Wendy's Late Night advertising was developed to increase awareness and establish a leadership position in the late night daypart. This effort is the first time in ten years Wendy's has developed a fully integrated marketing effort in order to address a specific daypart consumer.


Brand: Wendy's Food Restaurant Chain
Client: Wendy's International, Inc.
Agency: Bates USA

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