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Image via jackinthebox.com
The Munchie Meal has arrived, and naturally, it’s happening first in California. But can other states with legalized or medical marijuana be far behind? Never heard of the Munchie Meal? If so, we have a full review and explanation of this well-earned counterpart to the Happy Meal. It’s not McDonalds, but Jack in the Box that is promoting this weed-centric fast food sampler in a bag (or on a tray) for late night munchies. Jack in the Box isn’t pulling any punches, and the restaurant chain that competes with Burger King and Taco Bell is giving pot smokers what they want: calories, crunch, savoriness, and sweetness for $4.20.
Munchie Meal Overview
We know that late night munchies happen, so why not work to solve this problem together? That’s what Jack in the Box did when they created the Munchie Meal with the help major cannabis distributor Merry Jane. If you aren’t familiar with Merry Jane, just stop by your local Jack in the Box for a Munchie Meal box and you’ll see the Merry Jane logo. Don’t live near a Jack in the Box? Go online and check out Merry Jane, a company with a single mission, to support the cannabis-using community. Merry Jane is a venture from Snoop Dog, and the first Munchie Meal will be sold in his hometown of Long Beach, CA.
Snacks for Stoners
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Fast food restaurants have always sought out the late-night party demographic because fast food stays open late – if not 24 hours. Jack in the Box competes with restaurants that stay open late, like Taco Bell, for the same customers. But Jack in the Box only has about a third of the total revenue of Taco Bell, so they’ve gotten bolder in appealing to one of their biggest demographics: stoners.
Will the Munchie Meal Catch On?
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Taco Bell and Jack in the Box have been competing for the stoner demographic for at least the past decade, but Taco Bell hasn’t put together a targeted campaign like the Munchie Meal. They haven’t had to because Taco Bell restaurants are hard to miss and the food is incredibly cheap. The drive-thru is another feature that attracts partiers who suddenly need a snack, a meal, or just a milkshake – and both Jack in the Box and TB offer that. So far, Taco Bell has a clear lead, with far more sales. But Jack in the Box, a chain that started in California, is laying down the gauntlet with the Munchie Meal.
The Munchie Meal Logo
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This stoner sampler will come in a box with the Jack in the Box logo and a friendly-looking pot leaf just behind it. Since this is a limited marketing campaign these boxes could be worth something one day, but the logo does boldly state that Munchie Meal isn’t just a cute name but a targeted campaign. It’s a waiting game to see if the logo pays off and draws stoners to a different restaurant. Will the munchies incite brand loyalty, or is late night snacking all about the cheapest food closest to home? The Munchie Meal ad campaign should answer these questions.
Munchie Meal Food
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Munchie Meals come in a standard box of a 1/2 order of curly fries, 1/2 order of onion rings, two mini-tacos, three chicken strips, and a small beverage. But some restaurants are putting more of a meal spin on the concept and will offer the Sriracha curly fry meal, spicy nacho chicken, chicken tater melt, and stacked grilled cheese burger Munchie Meals.
Curly Fries
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A little exotic, and a spin on the ever popular French fry, Jack in the Box is one of only a handful of fast food restaurants that go curly. It’s not a waffle fry like Chick-fil-A is famous for, but the curly fry nonetheless makes for a little more French fry excitement. They are more fun to eat, and as long as you are chowing down on carbs, salt, and oil the curly fry can add a little adventure to ho-hum fast food fries. With chili, triple cheese, or seasoned options, these fries also come loaded.
Onion Rings
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Again, Jack in the Box goes the unconventional path and includes onion rings. This isn’t a snack for everyone but when a craving for a crispy shell and mild oniony flavor hits, it’s either veggie tempura or fast food. Jack in the Box makes a good onion ring with a light batter and a crunchy exterior. Panko-breaded is in, but Jack in the Box has been making them this way since they got started in the business of fried delicacies.
Mini Tacos
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The Munchie Meal sampler offers two delicious mini-tacos. These hard-shell wonders are just a few bites but will give you at least half a serving of vegetables with lettuce, tomato, and taco sauce. At only 172 calories each, these tacos satisfy with a crunch, 4 grams of fiber, and a delicious change of fast food pace.
Chicken Strips
The crispy chicken strip should be an option at every restaurant. These kid-pleasing morsels of moist chicken in a crispy batter are crowd-pleasers and are a good balance of macronutrients and the protein will keep you going until the next meal.
Mini Churros
This fabulous, fried desert comes from south of the border, but Cali has made churros their own. Fried dough with a donut-like flavor, the mini-churro isn’t huge on calories but satisfies the sweet tooth. A Munchie Meal wouldn’t be complete without a dessert and this palate pleaser of cinnamon, pure cane sugar, and a delicious dough is just enough to satisfy with the heaviness of a Jack in the Box milkshake.
Beverage Choices
The Munchie Meal makes sure you have snacks, a dessert, and a drink. The usual fountain sodas are available, or, if you’ve already gotten your sugar fix and want to limit calories, diet coke and unsweet tea are available. The beverage is a great add-on for the Munchie Meal since a drink will usually run you upwards of $1.50 and if there’s one thing that will put a heavy on your mellow it’s dry mouth. No respectable cannabis connoisseur would leave out the drink.
Will the Munchie Meal Campaign Be a Hit?
Munchie Meal is the brainchild of Merry Jane and Jack in the Box, two native California businesses that like to get creative. Jack in the Box has always gone a little out of the box with its menu, offering potato wedges over french fries and a greater array of shakes compared to competitors. They’ve managed to stay in the game despite cutthroat competition and the wave of In-and-Out and Five Guys gourmet burgers. Since the Munchie Meal is only coming out in Long Beach, satisfied southern California customers will determine whether this risky marketing pro-weed partnership will pay off.
Stoner-Friendly
Merry Jane and Jack in the Box are riding the cannabis wave, but do stoners care? Will craving munchies late at night lead to brand loyalty? This campaign is both risky and innovative, but appealing to a crowd can backfire. Healthy meals like the veggie burger from Burger King was way before its time and fell flat. On the other hand, McDonald’s appeal to children has worked from day one. The stoner demographic includes younger people, but also a big chunk of aging baby boomers who love their medical MJ. Whether there are enough cannabis users to make the Munchie Meal a success remains to be seen.
Jack in the Box Headquarters
Jack in the Box (JB) isn’t the largest fast-food chain, but they strive to innovate and keep a customer-centered approach. Their restaurants are open 24/7 in most cases and headquarters at the corporate offices in San Diego made the decision to use that all-night presence to appeal to customers who are likely to be out late. JB headquarters is standing behind the Munchie Meal decision, hoping it will bring in new customers and build loyalty for returning customers.
Price Point
The Munchie Meal went for a fully pot-friendly product with snacks, drink, and a price of $4.20. Is this a good deal? We think so – after all, it’s shareable and has plenty of calories. We think this price will please even though most of the Munchie Meal is snacks. Between the chicken strips, carbs, and dessert it’s plenty of food for four bucks. Nobody really knows where “420” came from, whether it was a radio code used by the police or the perfect afternoon time to light up a bowl – but it’s now official since even the Munchie Meal is 420-friendly.
Conclusion
The first ever food campaign for the stoner crowd is about to make its appearance. In California, where weed is legal and fast food is a way of life for the young and the partying set, a late-night fast food run goes with the territory. Jack in the Box is launching the Munchie Meal with all the right flavors: salt, sugar, carbs, and a drink for a great price. We think this whimsical campaign and marijuana leaf logo will hit the right notes. Expect Munchie Meals to go national after Long Beach buys the first few thousand.
