Jack in the Box Munchie Meal Builds Sky-High Millennial Loyalty

There’s a certain kind of hero that only appears when the sun goes down, and it’s not Batman (no offense to Batman). For Millennials, this late night stomach savior bears the name “Munchie.”

This post-dinner dining event has not gone unnoticed by quick service restaurants like Jack in the Box, which is now offering a late night Munchie Meal box between 9 p.m. and 5 a.m. The company’s offering hopes to attract a loyal following through instant-win stickers, similar to McDonald’s Monopoly game.

The Munchie Meals instant-win campaign offers prizes that range from Neff apparel, Fandango movie tickets, Southwest Airlines flights, music downloads, gas gift cards, and custom Jack in the Box branded snowboards and skateboards. For consumers 21 and older, there is the opportunity to win a Las Vegas two-night VIP experience at the Hard Rock Hotel’s MTV Real World Suite.

“Millennials really are the core of our late-night strategy,” Jennifer Kennedy, Jack in the Box’s director of innovation and social engagement, said in a release. “Whether they’re studying late or working a night shift they’ve been pivotal to the late-night day part.” Millennials are the main target of this campaign, and are a heavy driver of same-store sales, whether they are able to drive or not.

In order to target this young customer segment, Jack in the Box has crafted a unique “late night” brand personality specific to the Millennial night owl culture, complete with the Jim Henson Co.-created Jack the puppet.

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