Jack in the Box orders Jason Derulo
Future. Jack in the Box is jumping into two hot food trends: celebrity takeovers and virtual restaurants. In partnership with Jason Derulo, the chain is launching One in a Milli Virtual Restaurant, which will be accessible through UberEats and the Jack in the Box app… with the promotion of the app being the company’s biggest long-term goal.
One in a Milli
Here’s something that will have customers sing “Jason Derulo!” whenever they’re craving some Jack in the Box.
- Jack in the Box is turning 10 of its Los Angeles locations into a virtual restaurant called One in a Milli.
- The initiative is a collaboration with singer/songwriter Jason Derulo, who famously celebrates each new million TikTok followers by creating a “milli meal” — which always involves weird combinations of snack foods.
- For example, the $12- Mega Milli Platter is “a mixed base of the tiny tacos, curly fries and jalapeño poppers topped with bacon, cheese sauce, shredded cheddar, ranch and a mystery sauce.”
- The five different meal creations will be available via UberEats between June 14 and June 28.
Jack in the Box is also using the occasion to boost its own mobile app, with the pop-up meals remaining available on that platform until August 8 — even for people outside of the L.A. delivery zone.
Chasing Happy Meals
Jack in the Box definitely sees dollar signs after McDonald’s pulled off blockbuster Famous Meals with Travis Scott, J. Balvin, and BTS (the first collab, the one with Scott, boosted the company’s sales by 4.6%).
And, of course, merchandising is a huge aspect of these partnerships (we still want the Travis McNugget pillow), and Jack in the Box is following the same strategy. Customers who order one of the Milli meals through the chain’s app will automatically be entered to win merch, including custom sneakers and One in a Milli clothing.
But Jack in the Box is also using the opportunity to break the mold. The company announced that it’s partnering with Reef Kitchens to open up 8 ghost kitchens around the country and also start a loyalty program.