Jack-In-The-Box Foregoes Contactless Trial, Opts For Immediate Full Chain Rollout
Written by Evan SchumanWhen IT managers at the $2.5 billion Jack-in-the-Box fastfood chain started looking at contactless payment issues this year, it was clear that the RFID-enabled credit cards would be more than a faster way to get customers processed. It would add to the 2,000-restaurant chain's coolness factor and give young customers another reason to check out the chain. This is especially the case with the demographic that fast-food managers most want to cultivate: 18-34-year-old men.
But taking the next traditional step—limited trials in a handful of carefully-watched locations—wasn't going to make the bold statement needed. The company opted instead to immediately rollout out contactless payment to every one of the chain's restaurants—both for the 1,400 restaurants they own and about 600 that are franchised—in 17 states.
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One Comment | Read Jack-In-The-Box Foregoes Contactless Trial, Opts For Immediate Full Chain Rollout
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November 11th, 2006 at 4:25 am
This is a good example of a retailer using RFID (Contactless payment) technology strategically which is similiar to how Marks & Spencer reached their decision to change their image.It is likely to pay off handsomely for Jack as the demographics will support it. The privacy and security issues are more for the consumerists, middle aged and older sets to fret about. Watch for more Cell Phone and PDA users tapping these devices on payment terminals in the US as we are behind our Asian and European cousins in trying the technology.