For many years, Jack in the Box existed in my mind only through stories my dad told me of his college years. Late nights spent with friends in the Jack in the Box parking lot, and deep belly laughs over tacos and cheeseburgers. I’d never gotten a chance to try it for myself…until now.
Jack in the Box has been pushing the boundaries from the start, innovating the fast-food landscape in more ways than one. It’s a story of firsts. After opening the original Jack in the Box in San Diego in 1951, the brand pioneered the very first drive-thru speaker system that has become synonymous with the fast food experience worldwide. In 1969, they invented the breakfast sandwich and launched an all-day breakfast menu in their stores. In their words, they « zigged where others zagged, » becoming famous for their hard-shell tacos and egg rolls that are popular with the late-night crowd.
Their unconventionality is something that also defines their marketing. When their mascot, Jack Box, was introduced in 1994, he was an antihero you could root for, something that hadn’t been done by any other fast-food chain catering to children and families. Jack Box is more Hamburglar than Ronald McDonald, the Tony Soprano of familiar fast-food faces. This year, fans will recognize iconic eras of Jack Box’s past as the brand drops throwback ads from the past 75 years.
Most importantly, Jack in the Box is celebrating its 75th anniversary by resurrecting cult-favorite menu items from decades past. Last month, I was invited to the company’s HQ to hear from the team, get a sneak peek at exclusive merch and collectibles, and try the iconic legacy menu items they’re reintroducing to customers. Here’s what I loved (and wasn’t obsessed with), ranked from least favorite to favorite.
FYI: I was hosted at Jack in the Box HQ as part of a press trip and was provided these menu items for free. That being said, all thoughts and opinions are my own!
7. Sweet Reaper Mozz Sticks
Jack in the Box is introducing these menu items in phases at all Jack in the Box locations across the country, with my favorite, the Chicken Supreme, now available. Look out for exclusive merch and collectibles, such as an exclusive partnership with The Hundreds and the brand’s very Labubu-forward collectible keychain, Jibbi charms.
