Jack in the Box and the secret to marketing magic
Take-Away with Sam Oches
Nation's Restaurant News
2.5 • 15 Ratings
🗓️ 2 May 2024
⏱️ 36 minutes
🧾️ Download transcript
Summary
In this episode of Take-Away with Sam Oches, Sam talks with Ryan Ostrom, CMO for Jack in the Box. Recently named to NRN’s Power List of marketers and influencers, Ryan has been the driving force behind Jack in the Box’s CRAVED strategy, in which the brand focuses on being cultural, relevant, authentic, visible, easy, and distinctive to the guest. He joined the podcast to talk about that strategy and explains how the brand has leaned into its quirky personality, particularly with social media influencers.
In this conversation, you’ll find out why:
- You can’t afford to waste your marketing
- Marketing shouldn’t interrupt the conversation with the guest but be a part of it
- Influencer marketing must be authentic, not scripted
- Niche influencers provide a more natural opportunity to connect with communities
- Social media is a great place to be edgy, but it must be authentic to your brand
Have feedback or ideas for Take-Away? Email Sam at [email protected].
Transcript
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| 0:00.0 | Hey there, welcome to Take Away with Sam Ocas, a podcast from Nation's Restaurant News. |
| 0:10.1 | I am Sam Ocas, editor-in-chief here at NRN, and this is the show where I give you an all-access pass to the restaurant industry's most influential decision-makers. |
| 0:18.5 | This week, I'm talking with Ryan Ostrom, the chief marketing officer for Jack in the Box. |
| 0:24.1 | We just named Ryan to our power list of restaurant marketers and influencers, |
| 0:28.8 | recognizing how Jack in the Box has become a leader in restaurant marketing and really has |
| 0:34.1 | helped to write the playbook in developing an edgy brand persona. |
| 0:38.9 | Ryan has been the driving force behind Jack in the Box's craved strategy in which the brand focuses |
| 0:44.7 | on being cultural, relevant, authentic, visible, easy, and distinctive to the guest. |
| 0:50.8 | He joined the podcast to talk about that strategy and how it comes to life. He also |
| 0:55.5 | explains how the brand has leaned into its quirky personality, particularly with social media |
| 1:00.8 | influencers. In this conversation, you will learn more about why you can't afford to waste |
| 1:06.2 | your marketing, why niche influencers provide a more natural opportunity to connect with communities, |
| 1:12.3 | and why social media is a great place to be edgy, but it must be authentic to your brand. |
| 1:18.6 | Jumping now into my interview with Jack in the Box, CMO Ryan Ostrom. |
| 1:22.9 | Also, don't forget to stick around after the interview, as I will share my five takeaways |
| 1:26.9 | from this discussion, actionable insights that you can take with you on the go. |
| 1:34.7 | Okay, I'm here with Ryan Ostrom, the chief marketing officer for Jack in the Box. Ryan, |
| 1:40.2 | thanks for joining me today. |
| 1:41.4 | I appreciate it. |
| 1:42.3 | I'm glad to be here. |
| 1:43.6 | So you've got a big job, chief marketing officer for Jack in the Box. |
| 1:47.3 | And it's big because Jack in the Box, to me, is really one of the kings of restaurant marketing. |
... |
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