Mini Cowboys - Innovation in the Face of Discounting

Tue, 08 Jun 2010 00:00:00 -0400
Effie Awards

As the economy turned on the fast food industry in 2009 competitors reacted with a rash of discounting. Jack in the Box capitalized on the 'smaller' trend and took advantage of the strong equity the brand had in Sirloin by introducing the Mini Sirloin Burger.