THE NEXT BIG THING?

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Jack in the Box Joins Food-Truck Craze
 

Burger chain Jack in the Box is joining the food-truck traffic.
 

Jack in the Box Inc. is rolling out a 34-foot-long food truck to serve the eatery's burgers, tacos and fries in Southern California, becoming the latest restaurant to go mobile.
Dubbed Jack's Munchie Mobile, the truck is about 12 feet longer than the average food truck, the company said. Jack in the Box said the truck includes kitchen and refrigeration equipment, as well as a 47-inch flat-screen digital menu board and satellite radio to entertain guests.
"The mobility of a food truck enables us to serve our guests, even if there's not a restaurant around," said Chief Marketing Officer Terri Funk Graham.
Food trucks with kitchens were a rarity until a few years ago. Now they are common in many U.S. cities, often with gourmet themes of such variety as luscious desserts and vegan organic dishes, or national specialties such as schnitzel or Belgian fries.
Many foodies follow the trucks' locations via Twitter and other social media, as some traditional restaurants get steamed about the rolling competition.
Jack in the Box said its truck—which features the company's mascot Jack, with a spatula in hand—will support restaurant activities as well as community events. The Munchie Mobile is also available to cater public or private events in Southern California, and can be tracked via twitter@MunchieMobile.