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Non-Tech : Foodmaker (Jack-in-the-Box Restaurants)
FM 27.190.0%Jan 8 4:00 PM EST
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To: Arnie Doolittle who wrote (38)4/2/1997 5:48:00 PM
From: David Kuspa   of 338
 
Starting up the thread again...I just finished directing a shoot for Coca-Cola at Foodmaker and a couple of their Jack-in-the-box restaurants. It was my first visit to corporate, so I got a pleasant reaction and a few chuckles when I thanked the execs I met for making FM one of my best performers over the past couple of years. I told them to keep up the good work.

What was interesting about the shoot was that over the course of the day, I saw and spoke to many JITB's customers firsthand, and in IMHO, these are not people who would be lured away by MacDonald's 55-cent burger. They were predominantly young professionals, weighted toward males 18-35. I saw only a few families and not many kids at all, MacDonald's target customer. Jack-in-the-Box is very successful with their "two-tier strategy of adult-oriented premium sandwiches, coupled with value selections". They also like the fact that JITB serves Coke, but that's another story.

FM has held up well during this market correction. I think once things calm down and MacD's burger war turns out to be a sizzle, FM will break through to new highs. Remember, they're opening around 60 new stores this year, along with their specialty outlets in non-traditional venues.

D. Kuspa
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