Jack in the Box

Discipline

Brand Innovation

“Bulldog was like a much needed electric shock. We were stuck and focused on the wrong things. They held a mirror up so we could look at ourselves honestly and they helped us create a brand platform and a strategy that has transformed our business.”

LENNY COMMA, CEO

TURNING AROUND A TROUBLED BRAND
Challenge

Jack in the Box is a regional powerhouse with 2,100 restaurants in18 states. As they planned for expansion across the U.S. their executive leadership team became increasingly challenged as they shifted from company-owned to a franchisee-centric business model. With a backdrop of sales and operational challenges, the blame was being repeatedly pointed at marketing. Recognizing that they had a problem, the CEO and CMO agreed it was time to take a close look at the problem, and Bulldog Drummond was brought in to help examine the brand.

Result

Working collaboratively with their executive and operational leadership team, we crafted a new vision, mission and set of defining values and rolled them out across the company. Starting with a series of highly focused executive summits, the newly authored brand platform was brought to life in a two-day leadership summit with the company’s top 100 divisional area managers who were charged with building a plan to bring the brand to life in their own business functions. We used the same program for the franchisee community, field operations and restaurant management teams ensuring every employee was engaged and empowered. We helped design a three-year business strategy built on the new brand platform that will show measurable business results over the next three years.

Whole Hearted
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