Jack in the Box

Customer Relationship Management

Jack in the Box, a national quick-service restaurant chain, is known for it’s bold, differentiating brand voice and visual design. Unfortunately, the company was not effectively communicating with its customers or exercising the full potential of its brand. I worked alongside talented designers to create content in support of customer relationship management (CRM).

The client required a bold return to the brand voice and visual design and strict adherence to evolving digital brand guidelines. The objectives of this content included increasing product sales, average check size, mobile app downloads, loyalty program registrations, and in-app delivery order frequency. We worked with the client’s agency partners to coordinate intensive sales events, ensuring seamless branding across all channels.  

Loyalty Program: The Jack Pack

Jack in the Box was looking to retain and grow their customer relationships, brand affinity, and purchase preferences while capitalizing on current user trends towards mobile app transactions and self-service.

The client needed a new rewards program, with the capabilities to be integrated into the existing mobile app and legacy code for POS, delivery, and CRM. The rewards program itself needed to feel uniquely on-brand to consumers and be easily accessible as part of the purchasing journey.  With an aggressive go-to-market date, the approach needed strong sprint planning and management across all collaborative disciplines of content, visual design, development, and testing.

We created the roadmap and managed end to end program to design, develop, and launch a new loyalty program for the mobile app, including:

  • Full campaign concept definition, branding, naming, mission statement, and style guide

  • Built off existing browsing and purchase flows to feature the foundational loyalty elements for earning and redeeming points

  • Owned the entire technical architecture to build integration with partner systems

  • Developed a detailed go-to market plan along with CRM updates to engage and enroll existing app users in the program

  • Led the release planning and sprints for iterative feature releases and enhancement post launch