Headlines

Jack's Offers Online Ordering, Easy Tailgating Options

Published Sept. 23, 2013

JACK’S DELVES DEEPER INTO THE DIGITAL MEDIA WORLD BY OFFERING ONLINE ORDERING

BIRMINGHAM, Ala. – Jack’s Family Restaurants Inc., a quick service restaurant (QSR) with more than 120 locations across the southeast, understands that its customer is focused on one thing this time of the year: football.  Realizing the need for fan fuel before the big game, the company has expanded its operations to make tailgating options available through online ordering.

Jack’s “Preorder 4 Pregame” campaign, which launched in August, allows fans to preorder tailgating favorites from the company’s website. Upon visiting eatatjacks.com, customers are immediately prompted to preorder using four simple steps: choose an entrée, sides, pick-up location and pick-up-date. The clean, easy-to-navigate layout includes suggested serving sizes for groups starting at 10 people.

“Along with great food, people want fast, easy service,” said Jack’s Director of Marketing Pam Measel. “With online ordering, we are able to offer our customers a simpler ordering experience so that on game day, all they have to do is pick up and enjoy their fan fuel.”

While many pizza companies like Papa Johns, Dominoes and Pizza Hut have lead the way in online ordering for years, Jack’s is among the first burger QSRs to offer online ordering.

Though not as widespread as many of the company’s competitors, Jack’s has positioned itself as a leader in digital marketing. In 2012, the company targeted the same football-loving demographic by launching Jack’s Ultimate Tailgating Giveaway, which invited users to “Pin It to Win It” on Pinterest.

“The campaign showed how influential Pinterest users could be by representing our brand,” said Measel. “With every pin, Jack’s was seen by new people. The same is true with our interactions on other sites like Facebook. The more people that interact with us online, the more people will become familiar with Jack’s.”

At the time of the “Pin It to Win It” campaign, fast food brands such as Chick-Fil-A, Five Guys Burgers and Jack In The Box had not moved into that level of marketing.

Just two months later, the company launched its Holiday Jingle Head promotion that allows users to become part of a commercial by uploading their faces into a video and “starring” in it. The flash-based creation uses one of Jack’s most successful commercials in which carolers sing a Jack’s Christmas jingle.

“We understand that our customers live in an increasingly digital world, and in order to maintain a healthy relationship with them, we too have to be an active part of that world,” said Measel. “We are willing to update, revamp, repurpose or create from scratch a loud voice to connect with our customers, whether that means reaching out through social media platforms or revamping our operations to make the products they love easier to access.”

To learn more about Jack’s or to preorder for your pregame, visit eatatjacks.com

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About Jack’s Family Restaurants, Inc.
Jack’s Family Restaurants, Inc. was started in 1960 in Homewood, Ala. The restaurant specializes in burgers, crinkle-cut fries and hand-dipped shakes. Jack’s has more than 120 stores across the Southeast- with locations in Alabama, Tennessee, Mississippi and Georgia. Since 1960, many things have changed in our world, but one thing has remained the same: Jack’s is still serving up great food, with a smile.