Jack in the Box is set to make a comeback in the Chicago market by 2025, marking its return after a hiatus of over 40 years.
The fast-food chain plans to kick off this endeavor with the development of eight company-operated stores across the city and its suburbs.
CEO Darin Harris emphasized the brand’s strategy to boost awareness through these new locations, which will operate 24 hours a day and offer dine-in, drive-thru, and mobile ordering options. According to a press release, Jack in the Box is eyeing various formats for its Chicago expansion, including traditional freestanding restaurants, drive-thru end-caps, building conversions, and dark kitchens.
The decision to focus initially on company-operated stores in Chicago diverges from Jack in the Box’s recent emphasis on franchised growth. The company aims to leverage its re-launched franchising program, which has seen success in multiple states like Utah, Kentucky, and Michigan, as well as its plans to expand into Mexico.
Recent financial strides have bolstered Jack in the Box’s expansion efforts. The company reported adding a net five stores in 2023 and an increase in average gross sales at franchised locations. Initiatives like the Craved remodeling program, backed by a $50 million investment, are also underway to enhance restaurant aesthetics and potentially drive up sales.
In addition to focusing on growth and remodeling, Jack in the Box has introduced a Munchies under $4 menu to attract value-focused customers. This move aligns with broader industry trends emphasizing affordability and customer satisfaction.
As Jack in the Box prepares to re-enter Chicago, the brand’s comprehensive strategy underscores its commitment to expansion and revitalization in key markets across North America.