Jack in the Box

Challenge

Jack in the Box is a regional powerhouse with 2,100 restaurants in 18 states. As they planned for expansion across the U.S., their executive leadership team became increasingly challenged with the shift from a company-owned operation to a franchise-centric business model. With a backdrop of sales and operational challenges, the blame was repeatedly directed towards marketing. Recognizing that there was an issue, the CEO and CMO agreed it was time to take a close look at the problem, and as a result, 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 that we rolled out across the company. 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 then charged with building a plan to bring the brand to life in their own distinct roles. We used the same program for the franchisee community, field operations group 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 has shown measurable business results in the years since.

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“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 strategy that has transformed our business.”

—Lenny Comma, Cheif Executive Officer