Ube, the purple yam widely used in Filipino cuisine, is not an ingredient you’d typically find in a milkshake. But that didn’t stop Jack in the Box from blending sweet ube into its purple-hued Witch Please Shake, a limited-time offer that was a hit last fall.
“Ube was a bit of a risk, but Jack is a challenger brand,” said Natalie Neyman, director of products marketing for the San Diego-based fast-food chain. “We were excited to push the envelope and lean into a new flavor, and consumers loved it.”
Catchy names, on-trend partnerships, quality ingredients and tie-ins to cultural moments are other characteristics that differentiate Jack in the Box shakes from its competitors, said Neyman. “We’ve built equity with our unique beverages and have unlocked incremental transactions as add-ons and snacks,” she added.
Shaking up inspiration
Flavor inspiration bubbles up through a combination of research and social relevance. Industry trends come into play in formulating initial flavor profiles, but “then, we align these flavors with culturally relevant moments that resonate most with our guests,” said Neyman. “We identify these moments through social listening, gathering insights directly from our audience or by creating unique Jack moments—like celebrating Jack’s birthday [in May]. It’s a holiday relevant to the brand.”
Partnerships also are a differentiator. Jack in the Box launched an eggnog shake a while ago, and there was a lot of chatter on social channels from fans who wanted to bring it back. Instead of reintroducing the same recipe, the beverage team partnered with Biscoff cookies and launched the Noggy or Nice Shake for the holiday season. It blends Jack’s signature vanilla shake with eggnog flavors and sprinkles buttery Biscoff cookie crumbs on top.
“We look at partnerships that pair well with the brand,” said Neyman. “We have longstanding partnerships with the Girl Scouts, Red Bull and Oreos.” In fact, the Witch Please Shake mixes ube into the chain’s signature Oreo shake and adds Oreo cookie crumbles on top.
These and other limited-time shakes are priced around $5.50.
Making it onto the menu
Shakes go through a thorough evaluation before launch. “We evaluate for taste, appearance, texture and more, putting all our senses to work,” said Neyman. Texture is gaining in importance, as mix-ins like cookie pieces and candies become more prevalent.
“By continuously innovating with mix-ins, layers and textures, we ensure our drinks aren’t just flavorful but also fun and engaging for our guests,” she added. Fresh takes on texture are the goal for each new beverage platform, and a shake will often have a lighter offshoot, like the Noggy Sweet Cream Iced Coffee that launched along with the Noggy or Nice Shake at the end of last year.
What’s next?
The Pink Pineapple Express shake ties into 4/20.
In sync with its edgy persona, Jack in the Box is leaning into 4/20, “in honor of a certain unofficial holiday,” and expanding its fan-favorite Pineapple Express lineup. Debuting Wednesday is an all-new Pink Pineapple Express, a vanilla shake blended with pink pineapple flavors and topped with whipped cream and a cherry. On the same platform are a rosy-hued twisted sodas made with pink pineapple, lemonade and swirls of sweetened vanilla cream, and Red Bull Infusions with accents of white peach.
“Looking ahead, we’re experimenting with a variety of mix-ins and flavors—think popular candy add-ins and playful twists that embrace Jack’s innovative style,” said Neyman. Also on her radar are tea-inspired shakes, with flavors inspired by milk tea with brown sugar boba.