By Pacific Island Times News Staff
Like other fast-food chains that have adopted the menu localization strategy, Jack in the Box on Guam has customized its product lineup to appeal to the local palate and adapt to the regional market.
While the American brand is famous for its signature burgers, the local franchise offers Guam-inspired items such as fried rice with Spam, Portuguese sausage and NOH Foods seasoning.
“Our goal is to celebrate our Pacific island culinary heritage in everything we do, and we hope to do that in a fun way through our menu,” said Glenn Dela Cruz, director of marketing for Jack in the Box Guam and Hawaii.
Jack in the Box recently launched the Loco Moco Smashed Jack, a new island-exclusive menu item, featuring its signature 100 percent all-beef seasoned smashed patty, topped with a freshly cracked egg, a crispy panko-crusted onion ring, white rice, and savory brown gravy, all nestled between soft potato buns.
The restaurant’s press release described the latest offering as “a new take on one of Guam’s favorite comfort foods, crafted especially for local taste” in line with the brand’s mission “to serve up familiar flavors with a playful twist.”
Other recently launched items include the Ube Oreo Shake, boba milk tea and iced coffee.
Founded in 1951, Jack in the Box is headquartered in San Diego, California and has more than 2,200 locations, primarily serving the U.S. West Coast. The brand has two outlets on Guam, one in Tamuning and another in Upper Tumon.
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