Jack In The Box has solidified a partnership with the tech-based company Weedmaps, and set up a storefront on their site that went live this past weekend.
The page says:
“Jack’s Edible Assortments food truck is coming to LA. What is an Edible Assortment you might ask? Well, imagine if we brought back our Pineapple Express Shake and topped it off with all your favorite Jack foods. Now imagine yourself getting one for FREE on 4/20. ”
Weedmaps is a database dedicated to connecting cannabis users to listings for local dispensaries, products, and delivery services.
The move comes as a precursor to the annual 4/20 holiday and has a double purpose to promote their Pineapple Express milkshake.
We want to put a stake in it and own the moment
Ryan Ostrom, CMO for Jack in the box
The Franchise Ahead of the Crowd
Adweek spoke to Jack in the Box’s CMO, Ryan Ostrom who said, “Some brands dip their toes into 4/20 with a tighter execution – something with a wink and a nod. We want to put a stake in it and own the moment for quick-service restaurants.”
Jack in the Box wants to be part of the blossoming cannabis industry in a bigger way than ever before. The California-based franchise is not afraid to embrace the changing tide and shine a light on the historically significant cultural and legal shift that’s been taking place in waves across the country over the past few years.
“We understand what’s going on culturally in various states and nationwide, and we’ve done a lot of research with our guests,” Ostrom said. “For a certain segment, 4/20 is an important holiday, and historically we’ve been there.”
$4.20 on 4/20
From the sound of it, the Pineapple Express Milkshake is the perfect drink to wash down a case of the munchies. The predominant flavor is of course, pineapple, which is then topped with vanilla soft-serve ice cream, whipped cream and a maraschino cherry. It’s regularly priced at $4.29 but if you buy one on that ‘special’ day, you can shave off all of…9 cents.
