In the 1980s, Jack in the Box decided to no chase McDonald’s core consumers, families, and instead aimed its sights on higher end consumer or “yuppies”. This culminated in the changing of the Jack in the Box name to the more affluent sounding “Monterey Jack’s” in 1985. It was a PR disaster. People were confused and sales slowed. One year later the Jack in the Box name was back and this apology commercial began airing.
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