Tuesday, June 1, 2010

Talking Jack. In the Box.

I have never been a big fan of the food at Jack in the Box except for the deep-fried, guilty pleasure they call a taco, which tastes fantastic -- especially at 1:00 in the morning.

And I have liked their commercials.

Sidenote: I will frequent a restaurant because of a good commercial. J/Box has them. And stay away from a restaurant with annoying commercials. Burger-King has them (that Burger King character is annoying and creepy).

My problem with J/Box has been the continual change of food and focus. One day the jack-in-the-box character was in, the next day they were blowing him up. Now's he's back. One day they were selling cheeseburgers, the next day, strawberry shakes and pita bread sandwiches. It's all too confusing for me. Jack in the Box has tried every conceivable food fad in the hopes of gaining some separation from the other hamburger places, but at times they appear to have given up on the hamburger altogether. The deep-fried taco is the long-standing menu exception and surpasses anything in fast-food-dom. (Have I said they are great at one o'clock in the morning?)

All of the above is a long introduction to a small point, which is, my son is a Jack in the Box lover and suggested I try the latest iteration. So I did, this morning. I ordered a steak and egg burrito and I loved it. It looked and tasted like real egg and steak on a slightly too-thin and too-crispy flour tortilla, but it was mmm-mmm good, for about $2.75.

Jack. I'll be back. Just keep this breakfast burrito a while. Please.

10 comments:

Jake Good said...

Love their commercials as well...

Doohickie said...

Burger joints? I think I'm a Wattaburger guy. I even took some pics of a meal there planning to do a review but they didn't come out too good. I guess that means I have to go back. But their ads: "Just like you like it" in a voice that sounds like a favorite uncle. How can you not be pulled in by that?

Francis Shivone said...

Doo: Yea, the Whataburger ads are great and the guy's voice is perfect. The company has a history that's enjoyable to read about as well.

Jake: J/B has perfected the 15 to 30- second capture your attention spot.

Becca said...

The Burger King guy is creepy but the Jack in the Box guy isn't?

Francis Shivone said...

Becca

I admire the business savvy of Jack in the Box guy and appreciate his more sensitive side. Didn't you see him cry in the last commercial?

Burger King guy has issues.

Just Me Saying said...

Awwwh yes ... the infamous tacos in the middle of the night. I thought I was the only one who indulges like that. Enjoyable post.

Francis Shivone said...

Just Me: It's been a few years since I frequented the J/B for a late night taco, but I remember them well.

0ccam said...

I'm a fan of the "Meaty Breakfast Burrito".

I used to like the Colossus, but they pulled that.

Oh, and the Oreo Cookie Shake. (Hold the whipped cream, please)

Doug said...

I was gonna pounce on the donut chains, but realized I'd be a hypocrite since I like J/Box. The original Breakfast Jack is about the only way to go. One can get 3 for about $3.25. I've been eating them since I was a little pup.

Francis Shivone said...

Doug -- hypocrisy is allowed here. If i took out every sentence where I contradicted myself I wouldn't have much left.

Paul's absolutely, yes. I visit often.

I'll try the 3 for 3 at J/Box.