Television advertising from about 1985 onward featured minimalistic music performed by a small chamber-like ensemble (specifically a distinctive seven-note plucked musical signature). Jack in the Box restaurants were remodeled and redecorated with decorator pastel colors and hanging plants the logo, containing a clown's head in a red box with the company name in red text to or below the box (signs in front of the restaurant displayed the clown's head only), was modified, stacking the words in a red diagonal box while still retaining the clown's head by about 1981 or 1982, the clown's head was removed from the logo, which would remain until 2009. Instead, Foodmaker targeted older, more affluent "yuppie" customers with a higher-quality, more upscale menu and a series of whimsical television commercials featuring Dan Gilvezan, who attempted to compare the new menu items to that of McDonald's and other fast-food chains, to no avail hence "There's No Comparison", their slogan at the time. Jack in the Box announced that it would no longer compete for McDonald's target customer base of families with young children. By the end of the decade, Jack in the Box restaurants were sold in increasing numbers.Īround 1980, Foodmaker dramatically altered Jack in the Box's marketing strategy by literally blowing up the chain's symbol, the jack in the box, in television commercials with the tagline, "The food is better at the Box". Jack in the Box began to struggle in the latter part of the decade its expansion into East Coast markets was cut back, then halted. The chain began to increasingly resemble its larger competitors, particularly industry giant McDonald's. In the 1970s, Foodmaker led the Jack in the Box chain toward its most prolific growth (television commercials in the early 1970s featured child actor Rodney Allen Rippy) and began to franchise locations. In 1968, Peterson sold Foodmaker to Ralston Purina Company. By 1956 there were over 180 locations, mainly in California and the Southwest. All Jack in the Box locations at this time were company-owned location sites, food preparation, quality control and the hiring and training of on-site managers and staff in each location was subject to rigorous screening processes and strict performance standards. ![]() Peterson's holding company was called Foodmaker Company, which by 1966 was known as Foodmaker, Inc. Quick service made the new location very popular, and soon all of Oscar's locations were redesigned with intercoms and rechristened Jack in the Box restaurants. A giant clown projected from the roof, and a smaller clown head sat atop the intercom, where a sign said, "Pull forward, Jack will speak to you." The Jack in the Box restaurant was conceived as a "modern food machine," designed by La Jolla, California master architect Russell Forester. The intercom allowed much faster service than a traditional drive-up window while one customer was being served at the window, a second and even a third customer's order could be taken and prepared. While the drive-through concept was not new, Jack in the Box innovated a two-way intercom system, the first major chain to use an intercom and the first to focus on drive-through. In 1951, Peterson converted the El Cajon Boulevard location into Jack in the Box, a hamburger stand focused on drive-through service. ![]() In 1947, Peterson obtained rights for the intercom ordering concept from George Manos who owned one location named Chatterbox in Anchorage, Alaska, the first known location to use the intercom concept for drive-up windows. ![]() By the late 1940s, Peterson's locations had developed a circus-like décor featuring drawings of a starry-eyed clown. Peterson already owned several successful restaurants when he opened Topsy's Drive-In at 6270 El Cajon Boulevard in San Diego in 1941. The original Jack in the Box restaurant, circa 1951.
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