Jack In The Box's challenger-brand ethos

Jack in the Box, the quick-service restaurant chain, is tapping into the power of challenger-brand thinking as it strives to stand out in a crowded category.

With the menu of marketing technologies expanding at a rapid pace, Jack In The Box is relying on a simple question to help determine if a fledgling tool, platform, or service truly meets its needs.

"Can this help us overcome a Goliath?" Iwona Alter, CMO of the San Diego, California-based quick-service chain – which runs 2,200 stores in 21 states and Guam – said in describing how it decides whether (or not) to adopt a new marketing t