Restaurant Tech Spotlight at NRF: Transforming Jack in the Box
At the National Retail Federation’s Big Show, restaurant technology took center stage in the Foodservice Innovation Zone’s Tech Stage on Monday January 13.
A lively and actionable discussion featuring Melissa Lapp-LoBasso, Executive Director, Brand Growth & Innovation at Comcast Business; Doug Cook, CTO of Jack in the Box; and David Johnson, Senior Director, Enterprise Solutions Sales at Comcast Business delivered insights into Jack in the Box’s recent technology innovations, made possible through managed services and a visionary approach to digital transformation.
The Challenge: A Need for Digital Transformation
Lapp-LoBasso noted that Cook joined Jack in the Box CTO in 2021, leading an ambitious initiative across 2,200 locations. Cook shared that he brought more than 20 years in the restaurant industry including tech leadership at Sonic and Pizza Hut. Soon after he joined Jack in the Box, the brand acquired the Southern California-based Del Taco.
As is often the case with QSRs that are mostly franchisee-operated, digital transformation lagged because it was perceived as a cost barrier. Challenges included an outdated POS system and trouble executing routine tasks such as processing bank card payments properly. Cook recognized the need for a comprehensive overhaul to modernize the brand’s technology stack and improve operations. He embarked on conversations with franchisees in order to empower them with up-to-date solutions. “We want to be a leader,” he said.
The Strategy: Cook’s Three Pillars of Transformation
From the stage at NRF, Cook outlined a clear and actionable approach to transforming technology infrastructure, based on three pillars:
Stabilize: The first priority was ensuring operational stability:
- Reducing help desk calls: Streamlining support processes to address issues more effectively.
- Improving systems availability: Enhancing uptime to support smooth daily operations.
- Refining legacy applications: Modernizing or replacing outdated systems to create a more reliable foundation.
Modernize: Once stability was achieved, the focus shifted to building a future-ready platform:
- Building a strong team and capabilities: Recruiting top talent and fostering expertise in digital technology.
- Executing a multi-year tech roadmap: Laying out a clear vision for progress, addressing connectivity, POS systems, and cloud solutions.
Optimize: With the foundation set, Jack in the Box prioritized innovation to elevate customer experiences:
- Digital menu boards: Delivering dynamic, real-time updates for improved customer engagement.
- Artificial intelligence: Leveraging AI to personalize customer interactions and streamline operations.
- Automation: Implementing technology to boost efficiency and reduce labor-intensive processes.
The Role of Managed Services
Comcast Business played a critical role in enabling Jack in the Box’s transformation by providing the connectivity and infrastructure necessary to support these initiatives. Managed services ensured reliability and scalability, empowering Cook and his team to focus on innovation without worrying about foundational challenges. Johnson shared that Comcast Business’s goal is to deliver reliable, resilient managed systems, which includes a dedicated team working with Jack in the Box and Del Taco to support franchisee’s operations. He said, “It starts with personalization that you provide to the end user – such as favorite menu items popping up on their devices – in order to drive loyalty programs, brand recognition, and customer retention.”
In a followup LinkedIn comment post-NRF, Cook also expressed “Thanks to tech partners that include Qu POS, World Wide Technology, Verifone, Touch Dynamic, Chase, Aurus, and Pune India for their invaluable partnerships and ongoing contributions to Jack/Del Taco’s objective of becoming a formidable tech competitor in the QSR industry.”