Jack in the Box is taking a bold step against shrinkflation. Beginning October 1, customers will once again be able to order larger drink sizes at the drive-thru, with cups that hold 25 percent more than before. At the same time, prices will drop on most combo meals, with more than 60 percent of the menu seeing reductions. The decision reflects a strategic effort to put value back at the center of the brand’s customer experience.
The return of bigger portions comes as the company unveils a wave of promotions designed to win back diners who are watching their budgets. On September 12, Jack in the Box kicked off Burger Week, featuring its popular Smashed Jack burger for just five dollars. Special offers will continue throughout the week, including a buy-one-get-one deal on September 15 and free Junior Cheeseburgers on September 18 in honor of National Cheeseburger Day.
Taco fans are not being left behind. The brand has also announced the return of its Monster Tacos, with a two-for-three dollar deal beginning September 18. Limited-edition Munchie Meals and a color-changing Halloween cup are set to follow, ensuring that seasonal promotions keep customers engaged well into the fall.
The company is also investing in digital innovation. A new AI-powered game, DealQuest, will launch later this year within the Jack App, offering interactive ways for fans to earn discounts and rewards. In December, Jack in the Box will celebrate its 75th anniversary with Jackmas, a holiday-themed promotion that promises festive deals and giveaways.
Ryan Ostrom, Executive Vice President and Chief Customer and Digital Officer, said the initiative stems directly from customer feedback. “Our fans told us we were missing the mark on some of the value points they care most about,” he explained. “This campaign is about bringing that value back in ways that are both exciting and meaningful.”
The move comes at a time when inflation has reshaped how consumers spend at quick-service restaurants. By enlarging portions and cutting prices on core menu items, Jack in the Box is attempting to strengthen loyalty while positioning itself as a more affordable option in a crowded field.
The timing is no accident. With its 75th anniversary approaching, the company is leaning on nostalgia, creativity, and a recommitment to value as it prepares to mark a major milestone. The combination of bigger drinks, budget-friendly meals, and inventive promotions suggests that Jack in the Box wants to enter its next chapter with renewed energy and stronger customer trust.
For loyal fans and new diners alike, the message is clear: Jack in the Box is offering more for less, and it is doing so with the kind of playfulness that has long been part of its identity.
