Cheeseburger purists. According to marketers at Jack in the Box, Inc., they crave meat, cheese and not much else.
Most of the purists figure into what the company considers its target market: men ages 18-34.
Focus groups indicated the market wanted more of the cheeseburger’s two basic ingredients, said Tammy Bailey, senior product manager for the Kearny Mesa-based company.
Research into the purist market propelled Jack in the Box’s newest menu item, called the “Triple Ultimate Cheeseburger.”
The new burger consists of three beef patties, two slices of American cheese, one slice of Swiss, mayo-onion sauce and a jumbo bun.
According to marketers, the Triple Ultimate is Jack in the Box’s first triple-decker burger, but not the first large cheeseburger the company has rolled out.
They’ve launched the Bacon Ultimate Cheeseburger and the Ultimate Cheeseburger before.
The Jack in the Box chain has been in business for 50 years and has 1,670 outlets it franchises or operates.
Its systemwide sales total close to $2 billion annually. No figures were released on how much the company was spending on marketing the new burger. The company said that the Triple Ultimate would be offered for a limited time as of April 16.
