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Beyond Traditional Launches First Mobile Food Truck for Jack in the Box®

December 05, 2011

San Diego, CA (1888PressRelease) March 26, 2011 - A new food truck is hitting the streets of San Diego, and Jack's on board! The newest Jack in the Box restaurant is taking a "beyond traditional" approach by traveling to its customers through a custom-built mobile restaurant. Coined Jack's Munchie Mobile™, the 34' souped-up rig will launch Friday, March 25th in the popular Gaslamp District of San Diego (407 5th Avenue to be exact) from 9PM-1:30AM, serving an abbreviated menu of Jack in the Box favorites including burgers, fries, tacos and soft drinks.

Jack in the Box handpicked Beyond Traditional, a Seattle-based non-traditional advertising agency to oversee the project including booking, staffing, event management, and construction of the Munchie Mobile itself. The brand reached out to Beyond Traditional after witnessing their successful partnership with Qdoba Mexican Grill in launching Seattle's 1st Free Street Taco Truck, an event-based experience now in it's second year. "Since day one, Beyond Traditional has understood Jack in the Box's culture and they have been a critical partner in making the Munchie Mobile concept a reality," said Jen Kennedy, Associate Marketing Manager at Jack In The Box.

After a search of builders across the United States, Beyond Traditional chose California Cart Builder because of their reputation as one of the premium food truck producers, to build Jack's Munchie Mobile. Said Chris Schuler, President of Beyond Traditional, "We were very pleased when we found California Cart Builder because of the work they have done for past clients, as well as their proximity to Jack in the Box's corporate headquarters in San Diego."

Jack's Munchie Mobile will visit large venues during concerts and sporting events, as well as serve popular downtown areas for lunch and late-night street stops in the coming months. Food lovers can follow Jack's Munchie Mobile and be the first to know where the truck will be next by visiting and following Jack at @MunchieMobile on Twitter.

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