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Jack in the Box Turnaround

Jack in the Box Turnaround. BA 493 By: Randy Springer and Jessica Poole. Opened in 1951 in San Diego by Robert O. Peterson Bought and sold over time by various parent companies Currently owned by Foodmaker Co. Background. Background. Acquired Qdoba Mexican Foods in 2003

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Jack in the Box Turnaround

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  1. Jack in the Box Turnaround BA 493 By: Randy Springer and Jessica Poole

  2. Opened in 1951 in San Diego by Robert O. Peterson Bought and sold over time by various parent companies Currently owned by Foodmaker Co. Background

  3. Background • Acquired Qdoba Mexican Foods in 2003 • Over 2,100 locations in 17 states • Mostly Western states, although venturing towards east coast • Now sells burgers, breakfast food, Mexican food, egg rolls • Local delicacies: biscuits and sweet tea (SE U.S.) and Portuguese sausage, eggs, and rice platter (Hawaii)

  4. Jan./Feb. 1993: 3 children in Washington killed by E. coli bacteria 450+ people ill after eating or exposure Stomach cramps, diarrhea, kidney failure Traced to undercooked hamburger The Big E. coli Scare

  5. The Big E. coli Scare • All meat recalled Jan. 18 - traced to Von’s Meats out of California • Lawsuits followed • Foodmaker sued Vons for contaminated meat • Vons countersued for defamation and trade libel – said meat wasn’t cooked to minimal temperature • Jack in the Box sued for lost business

  6. The Big E. coli Scare • Fingerpointing by all parties • Foodmaker settlements ranged from $19,000 to $15.6 million • Losses felt by companies: • Jack in the Box: $45.5 million net loss for the quarter ending July 4, 2003 • Foodmaker: $63.8 million for nine month period of 2003, stock dropped 30%

  7. Time For a Change • Jack was introduced in 1970’s, but discontinued due to complaints of violence • Was reintroduced in 1995 as CEO and mascot to help improve company image • Successful campaign, featuring new commercials, antenna balls (more than 4 million distributed) and Jack’s own MySpace page

  8. Company Growth • After E. coli scare in 1993, stocks dipped • Revamping of marketing in 1995 brought growth to the company • Still ranked among nation’s top fast food chains

  9. Sources • http://www.jackinthebox.com • http://en.wikipedia.org/wiki/Jack_in_the_Box • http://www.historylink.org/essays/output.cfm?file_id=5687 • http://findarticles.com/p/articles/mi_m3190/is_n10_v32/ai_20379708

  10. Sources • http://www.lubbockonline.com/news/100496/jackin.htm • http://findarticles.com/p/articles/mi_m3190/is_n33_v27/ai_14259062 • http://query.nytimes.com/gst/fullpage.html?res=9F0CE7DB153CF935A35751C0A965958260&sec=&spon=&pagewanted=1

  11. Sources • http://www.myspace.com/jackbox • http://en.wikipedia.org/wiki/Jack_%28mascot%29

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