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This Iconic Burger Chain Is Getting a New Look and a Restaurant Upgrade

The brand is ready to reintroduce itself.

The favorite burger-and-taco chain is getting a glow-up. With new brand colors, food packaging, and a modern facade—you may not recognize it anymore.

Jack in the Box, the San Diego-based chain known for a mashup of everything from burgers to shakes to curly fries, is getting a totally new look.

Newly opened stores in 2023 will have a double drive-thru lane for traditional drive-thru customers and express customers, as well as the addition of digital menus, a smaller dining room, and a red and fresh purple color scheme, according to Nation's Restaurant News.

America's Second-Largest Burger Chain Is Getting a New Look

"Our new Crave store design brings these colors all to life and is a way to modernize and reintroduce the brand to consumers that really will help us stand out in the marketplace," says Ryan Ostrom, the chain's chief marketing officer.

These changes are only for new Jack in the Box franchises, but we may see more of those newbies soon, spurred by a promotion by the brand. The chain is offering franchisees a break on royalties over four years if they agree to open at least three locations.

Jack in the Box isn't the first to reveal a new store prototype recently.

Just last week, Wendy's announced plans to overhaul its stores as well. It will be upgrading all newly built locations, featuring new pick-up windows for delivery pick-ups and mobile shelves. There will also be a new galley kitchen from the front to the back of each restaurant.

The changes appear to be in response to the onslaught of mobile and drive-thru ordering, which increased during the pandemic and still hasn't slowed. According to reports from The NPD Group, drive-thru traffic increased by 20% from February 2020 to February 2022, while digital ordering grew by 117%.

"Several factors have encouraged consumers to move away from ordering carry out," says David Portalatin, the NPD food industry advisor and author of "Eating Patterns in America" in a statement. "The convenience of drive-thrus, delivery and mobile ordering, in addition to dining room closures, have influenced consumers' willingness to get out of their cars, walk into a restaurant, and order to go."

Danielle Braff
Danielle Braff is a freelance writer based in Chicago. Read more about Danielle