Jack In The Box 2006 Annual Report Download - page 9

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We’ve made considerable progress toward achieving
this vision. In addition to enhancing our menu with
innovative, high-quality products, we’ve raised the
bar on customer service. Our goal is to deliver great
service for every guest, every time. This requires
service-oriented restaurant employees who are
engaged in their jobs and aligned with the company’s
service vision. To help our restaurants recruit and
retain a more motivated workforce, we’ve launched
several internal service initiatives, such as access
to affordable healthcare and improved training
programs. In addition to positively influencing cus-
tomer service, these initiatives can reduce turnover
and training costs.
To measure our progress in improving service at
our restaurants, we’re asking guests to evaluate our
performance via online or telephonic surveys. This
Voice of the Customer program, which questions
guests on everything from product freshness to
restaurant cleanliness, is providing valuable and
substantial feedback.
In addition to improving our menu and guest service,
the third major element of our brand reinvention
initiative is upgrading our Jack in the Box restaurant
facilities. Through most of 2006, we tested a
comprehensive re-image program that gave our
restaurants a new look and feel, especially on the
inside where we’ve completely redesigned the
dining rooms and common areas. Interior finishes
include ceramic tile floors, a mix of seating styles
from booths to high-top round tables, decorative
pendant lighting, and graphics and wall collages.
The program also includes music, uniforms, menu
boards and packaging, along with new paint schemes,
landscaping and other exterior enhancements.
More than 150 restaurants were re-imaged in 2006,
including all of the restaurants in our Seattle and
Waco markets, as well as individual restaurants in
other areas. We’re pleased with the sales trends at
these restaurants and we’ve received great feedback
on the redesign, which we’ll continue rolling out
across our system. Our goal is to re-image the entire
Jack in the Box chain in four to five years.