Long before mobile ordering and gourmet fast food, Jack in the Box was revolutionizing how Americans eat. Founded in 1951 by Robert O. Peterson near San Diego State University, the restaurant chain has transformed from a simple drive-in to a nationwide fast-food phenomenon.

The brand’s innovation began with pioneering the drive-thru concept, complete with a quirky clown-headed speaker box that became so iconic it now resides in the Smithsonian Museum of American History. “Ever since we were founded in 1951, we really were a brand rooted in innovation,” says Sheena Dougher, the chain’s vice president of marketing.

What set Jack in the Box apart wasn’t just its unconventional ordering system, but its willingness to experiment. Their signature deep-fried tacos, introduced in 1954, remain their most popular add-on item. The menu has continuously evolved, from 39-cent Bonus Burgers in the early days to today’s diverse offerings like jalapeño poppers, egg rolls, and all-day breakfast.

The brand’s marketing has been equally dynamic. From child actor Rodney Allen Rippy’s catchy jingles in the 1970s to the transformation of their mascot Jack from a literal clown to a suited executive with a clown head in the 1990s, they’ve consistently reinvented themselves.

Even challenges like the 1993 E. coli outbreak didn’t derail the company. They responded with stricter quality controls and a memorable “Jack’s Back” marketing campaign that rebuilt consumer trust.

Now celebrating its 75th anniversary, Jack in the Box continues to adapt. After selling Del Taco in 2025, the company is focusing on its core brand, planning nostalgic menu items and merchandise throughout 2026.

From a single San Diego location to over 2,135 restaurants across 21 states, Jack in the Box represents more than just fast food, it’s a testament to American entrepreneurial spirit and adaptability.