Uber Eats helps Jack in the Box expand sales in the competitive Southeast
26 August 2024 | United States
When the corporate team at Jack in the Box wanted to expand sales in the valuable Southeast region of the US, they turned to the experienced operators at Cedar Tree Restaurant Group. We spoke with Frank Conley, Jack in the Box franchise owner and operator, about his team’s efforts to introduce one of the most popular food chains in the western US to a new audience and how they’re working with Uber Eats to reach new customers and expand sales cost-effectively.
By the numbers
46
Locations across the Southeast region
60%
increase in Uber Eats share of third-party online sales in 2024
1.5x
higher average order size on Uber Eats versus in-store
Accelerating regional growth with a strong online presence
Frank Conley has built a successful career operating large restaurant and grocery brands. He has seen the rise of online ordering and understands how important it is for a modern business. With that experience, Conley and his business partner, Jeff Yablun, are now focused on introducing Jack in the Box, one of the most popular fast-food chains in the West, to consumers in major cities across the Southeast, including Baton Rouge, Charlotte and Nashville. They currently operate 46 Jack in the Box locations and have signed a development agreement with Jack in the Box to open 37 new stores over the next few years.
An expansive menu sets Jack in the Box apart from their competition
Conley chose the Jack in the Box franchise in part because of the brand’s diverse menu – a key strength in attracting a wide range of customers for breakfast, lunch, dinner and late night orders. ‘Jack in the Box was the top choice for us because it’s a burger, chicken, sandwich and taco concept – all in one,’ he says. ‘When you think of those options, you’ve got almost all the quick-service restaurant categories covered,’ giving them an important advantage over the competition.
Late-night online ordering helps Jack in the Box differentiate its brand
Investing in more convenient delivery options with Uber Eats has played a crucial role in the team’s success. ‘We were particularly interested in attracting a younger audience and we knew from experience that Uber Eats could help us reach those customers,’ says Conley. In addition to being online, younger customers have different ordering behaviours. ‘When we introduced late-night ordering online, things really took off,’ says Conley. ‘Between the hours of 9 pm and 2 am, as much as 30% of our sales come from third-party online orders.’ With their existing drive-through setup, Jack in the Box can manage late-night delivery orders effectively.
‘When it comes to Uber Eats, the most important things I measure are new customers and sales. When I see my average check growing on Uber Eats and my sales going up in total dollars, that's the success I’m looking for.’
Frank Conley, Jack in the Box franchise owner and operator
Ads and offers on Uber Eats help Jack in the Box drive growth
‘Uber Eats has a whole set of tools to help you increase your visibility on the app,’ says Conley ‘I spend time in the Uber Eats dashboard looking at new customer counts per store, top selling menu items and overall sales growth’. Since partnering with Uber Eats on monthly ads and offers, his Jack in the Box locations have seen ‘a 60% increase in Uber Eats’ share of 3rd-party online sales YTD’. That’s in part due to an average order size 1.5 times higher on Uber Eats compared with orders received in-store. Uber Eats helps Jack in the Box achieve this with simple-to-use audience targeting tools and a Buy One Get One (BOGO) campaign that helps them showcase their diverse menu and increase order conversions. ‘We switch up the offer every few weeks and continuously see a bump in Uber Eats sales with each campaign,’ says Conley, who uses Uber Eats offers to attract new customers as well as repeat users.
A collaborative partnership with Uber Eats
Conley has been especially impressed with their Uber Eats account support. ‘We have a collaborative partnership with Uber Eats, and it’s mostly because of Lauren M., our account manager,’ says Conley. ‘She reaches out regularly to help refine things. I’ve never had that kind of partnership with any other third party.’
This supportive relationship includes regular meetings about how to use Uber Eats’ marketing tools to the best effect. ‘We didn’t get more surgical until Lauren reached out to get us talking about specific menu items and how we can manage effective campaigns,’ says Conley. ‘It really helps that Lauren knows the market and understands our business.’
What’s next for Jack in the Box in the Southeast
A top priority for Conley and his team is the continued partnership with Uber Eats to increase brand awareness in their market: ‘Our calendar year starts in October, but we’re already talking about our marketing strategy months ahead of that. You’ve got to stay out in front of everything to be successful.’
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