Jack in the Box to Fire Up Merry Munchie Meal Test Run
Now that Holly Jolly Christmas feasts are over in much of the world, and traditional observers of the holiday have had their fill of turkey with all the trimmings, Jack in the Box quick service restaurants (QSR) in Long Beach, California, are preparing to ring in 2018 with diners who may well be celebrating the New Year in high fashion. From January 18-25, timed to mark the legalization of recreational marijuana use in the Golden State, several of its outlets will offer customers a Merry Munchie Meal.
The eight-day test marketing event is not exactly a pot luck exercise. According to an announcement heralded by Merry Jane, a pro-cannabis media platform founded by Snoop Dogg and the rapper’s business manager, Ted Chung:
“The new Merry Munchie Meal will be infused with the most craveable and snackable products that Jack in the Box has to offer, including Halfsies (½ curly fries and ½ onion rings), two of the brand’s famous Tacos, five Mini Churros, and three Crispy Chicken Strips, plus a drink – all for $4.20.”
Readers who think that $4.20 is a bargain price would be correct. They should also take into account that 420 is code for “marijuana friendly” among inhalers and enablers within the cannabis community.
The special deal is a timely play on the Jack in the Box chain’s popular late-night menu, which features offerings including the Sriracha Curly Fry Burger, Chick-n-Tater Melt, Spicy Nacho Chicken and Stacked Grilled Cheese.
“Jack’s Munchie Meals have been successful for us because of the authenticity of how we speak to our customers. This partnership is one more way for us to connect with them – whether you’re at a concert, up late playing video games, or pulling an all-nighter. We are about welcoming all of our guests, no matter what they’re craving or why they’re craving it,” said Iwona Alter, chief marketing officer of San Diego, California-headquartered Jack in the Box, which has more than 2,200 restaurants in 21 states around the country.
The QSR operator has a history of engaging appetite-stimulated pot smokers that spans over a decade, and notably includes the irreverent Two Tacos for 99 cents commercial as well as the introduction of the Munchie Meal product line and subsequent marketing campaigns.
“Launching the Merry Munchie Meal is the perfect way to celebrate legalization in our shared home state of California,” said Scott Chung, chief operations officer of Merry Jane, which bills positions itself as a “bridge between mainstream brands and legal cannabis culture.”
Eight states in addition to the District of Columbia have legalized small volumes of marijuana for adult recreational use. According to a recent Gallup poll, 64% of Americans are in favor of legalizing pot.
Meanwhile, Jack in the Box has entered into a definitive agreement to sell Qdoba Restaurant Corporation, a wholly owned subsidiary that operates and franchises more than 700 Qdoba Mexican Eats outlets, to Apollo Global Management, LLC. The purchase will be made for approximately $305 million in cash, subject to customary closing conditions and adjustments, with the transaction expected to close by April of 2018.