The company claims that the new shakes, priced at $2.49 for a 16oz and $2.99 for a 24oz serving, have a “sophisticated flavor that will appeal to coffee and shake fans alike.”
I have a couple of problems with this:
1) It is highly unlikely that any company can serve a Kona coffee product for such low retail prices. At retail prices exceeding $30 / lb in many cases (figure $15-$18 / lb wholesale, where available), it would cost approximately $.75 at a bare minimum before considering the cup cost, labor, other packaging and expenses related to the rollout of the product.
2) Is an extra-large sweetened vanilla milkshake with “whipped cream and a maraschino cherry,” served by a clown really something that qualifies as “sophisticated?”
Just like many others, I find Jack in the Box commercials entertaining and often creative, but sometimes the bounds of creativity blur with the concept of truth in advertising. How about a little reality check on this one: it’s a dessert shake, probably loaded with calories, and has very little in common with the flavor profile of coffee originating from the Kona origin, other than perhaps a sprinkling of the stuff.
SAN DIEGO–(BUSINESS WIRE)–Grown exclusively on the lush, volcanic mountain slopes of The Big Island in Hawaii, Kona coffee is considered one of the world’s most premium and sought-after cups of Joe. Now, thanks to Jack in the Box® restaurants, Kona fans can enjoy this prized java in a whole new way — say aloha to Jack’s new Kona Coffee Shake.
The new Kona Coffee Shake is a rich and creamy confection of real vanilla ice cream blended with the flavor of Kona coffee topped with a dollop of whipped topping and a maraschino cherry.
“Jack in the Box is known as an innovator when it comes to shakes, and our new Kona Coffee version lives up to that tradition,” said Teka O’Rourke, director of menu marketing and promotions at Jack in the Box Inc. “It has a sophisticated flavor that will appeal to shake and coffee fans alike.”
Jack’s new Kona Coffee Shake is available in 16- and 24-ounce servings for the suggested prices, excluding tax, of $2.49 and $2.99, respectively, at all participating Jack in the Box restaurants.