Jack In The Box 2007 Annual Report Download - page 8

Download and view the complete annual report

Please find page 8 of the 2007 Jack In The Box annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 91

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91

BRAND REINVENTION
Three years after announcing an ambitious strategy to holisti-
cally reinvent the Jack in the Box brand, we have transformed
our menu with the addition of premium ingredients like
ciabatta bread and sirloin steak, leveraged new technologies
and internal-service initiatives to raise the bar on guest service,
and developed a comprehensive re-image program that is
enhancing our restaurant facilities. Our goal is to differentiate
Jack in the Box from the competition and deliver a restaurant
experience superior to that typically found in the QSR segment.
When it comes to our menu, few chains can match the quality
and variety that Jack in the Box offers. In fiscal 2007, we
became the first major QSR chain to serve sirloin steak when
we rolled out products like the Sirloin Steak & Mushroom
Ciabatta and the 100% Sirloin Burger. This high-quality
ingredient can serve as a platform to launch additional
innovative products, as we did in August when we added
the Sirloin Steak & Egg Burrito to our breakfast menu, which,
unlike many other chains, is served all day, every day.
Other new products rolled out during the year include
Mozzarella Cheese Sticks, Spicy Chicken Bites, a bundt-style
Chocolate Overload Cake, and several variations of shakes,
including Andes®Mint, Blackberry and Chocolate Oreo®.
The real vanilla ice cream that we use in our shakes was also
used to create a new line of refreshing beverages, Real Ice
Cream Floats, which our guests’ customized with their choice
of soda. We even added a Grilled Cheese Sandwich, made
with sourdough bread, as a new option for Jack’s Kid’s Meal®.
In addition to offering a lot of variety on our menu, guests have
the opportunity to customize their orders. For example, they
can request grilled or red onions for their sirloin burgers and
choose from three different types of cheeses. Guests can also
order either grilled or crispy chicken strips with their entrée
salads, which we enhanced in 2007 with a new blend of
mostly romaine lettuce and spring mix.
A second major goal of brand reinvention is to improve the
level and consistency of guest service. In fiscal 2007, we
continued to build upon recent internal-service initiatives
to attract high-quality applicants for team-member positions,