Consumers can check out the new mobile site by entering http://www.jackinthebox.com. The redesign, which also includes a new Web site, was executed by Struck.

“We want to give our guests an exciting, new online presence, while keeping the tone consistent with the brand our fans know and love,” said Nick Fletcher, director vice president of marketing communications at Jack in the Box. “We felt that it was time to take a major leap forward.

Jack in the Box Inc. has more than 2,200 restaurants in 21 states. Additionally, through a wholly owned subsidiary the company operates and franchises Qdoba Mexican Grill, with more than 600 restaurants in 44 states, the District of Columbia and Canada.

Think outside the box
According to Jack in the Box, the new effort aims to reward brand loyalists for poking around the site.

The redesign was driven in large part by a mobile-first behavior of Jack in the Box’s customer base.

The company saw a significant amount of the traffic to its Web site coming from mobile devices and took a mobile-first approach by looking at what functions would be best in driving engagement.

As part of the new redesign, Jack in the Box hopes to increase the number of repeat visitors, while prompting them to share what they have discovered through social networks.

Interactive features
The new mobile site features a location finder that lets consumers find the nearest Jack in the Box restaurant.

The home screen features several new products that consumers can scroll through such as the Hot Mess burger, Hot Mess Wedges and the Hot Cinnamon Shake.

Consumers can scroll down the screen to watch the latest Jack in the Box videos and “Like” the company’s official Facebook page.

Furthermore, the site features current tweets from the company and fans can sign-up to receive the latest news and deals.

Consumers can also browse the entire Jack in the Box menu, learn about each individual product and check out nutrition information.

“The new site pushes our brand into new territory and engages Jack fans like never before,” Mr. Fletcher said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York