Jack in the Box “Roll Thru” Experience
Brand/Market Positioning, Experience Design
Roll it thru, Jack!
Jack in the Box had been working on a building prototype with a typical QSR formulation in mind. With that mindset, their development team looked for a "sympathetic addition solution" to complete the brand experience with typical drive-thru elements: the entry portal, the ordering speaker box, a sheltering canopy, and a menu board.
Our team challenged the Jack in the Box team with a new idea. We proposed developing a kit of parts that are not only sympathetic to the main prototype building, but enhance it further. We returned to the brand positioning, thinking about what makes it a unique Jack in the Box experience that will satisfy their core customer. We touched the whole site as the starting point, re-evaluating the building's location and look, and developed a drive-thru kit of parts that makes the experience. Rather than the DRIVE-THRU concept, we came up with ROLL-THRU, strolling along with the "BRAND" thru interactive engagement such as expanded exterior seating, social media interaction, a light show, and a great fun hang out area; replacing the boredom of waiting in drive-thru line and optional activities post food handover with an exciting, anticipated, and fun moment Jack in the Box way.
Again, our team surpassed expectations, changing the mindset of typical, expected drive-thru elements into a solid, fun, and engaging brand experience.
Collab Partners
Jack in the Box experience team, VGS/Studio D