Some may say fast food is not like it used to be, and they are right.

Amid economic uncertainty and slowing consumer spending, the fast-food industry is struggling more than expected, despite its long-standing reputation for affordability. What was once a reliable budget-friendly option now reflects the pressure of rising costs and changing consumer expectations.

To lure back customers, fast-food chains have begun leaning heavily into innovation, investing in new technology, modernizing restaurant designs, and revamping menus with trend-driven offerings to stay relevant and competitive.

These efforts have reshaped the industry over recent years, but a different strategy is now gaining traction. Some chains are appealing to consumers’ nostalgia, reviving discontinued, fan-favorite menu items to reconnect with customers.

Founded in 1951 in San Diego, California, Jack in the Box is one of America’s original fast-food chains, best known for its burgers, curly fries, famous tacos, and Breakfast Jack. The company has since grown to around 2,200 restaurants across U.S. states and Guam.

Although Jack in the Box belongs to the same generation of iconic fast-food brands as McDonald’s, Burger King, and Wendy’s, and is still ranked among the top six fast-food burger chains nationwide based on sales in 2025, according to QSR Magazine, the chain lost much of its cult following somewhere along the way.

While Jack in the Box remains a major player in the industry, the company knows success is no longer guaranteed. With sales slipping and competition intensifying, the company has acknowledged that doing nothing is not an option. Instead, the brand is attempting to get back on track by leaning into its legacy.

Jack in the Box brings back discontinued fan favorites for its 75th anniversary

To commemorate its 75th anniversary, Jack in the Box (JACK) is launching a year-long celebration, featuring the return of discontinued menu items, exclusive collectibles, limited-time merchandise, and value deals to thank its loyal fans.

“This anniversary is all about celebrating the fans who’ve made Jack in the Box what it is today,” said Chief Customer and Digital Officer Jack in the Box Ryan Ostrom in a press release. 

“For 75 years, we’ve delivered craveable experiences that are anything but ordinary, and our fans have loved us for it. They’re the heart of everything we do, and this year we’re giving it back to them bigger than ever.”

Taco Bell and Jack in the Box bring back fan-favorite discontinued menu items to win back customers.

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Jack in the Box brings back the Chicken Supreme

Introduced in 1980, the Chicken Supreme was Jack in the Box’s first-ever chicken sandwich. The original version consisted of a fried chicken filet, Monterey Jack and Swiss cheeses, lettuce, and tomato on a cracked wheat bun.

Due to its popularity, the chain later released a larger version, served on submarine-style bread. Despite strong demand, Chicken Supreme was unexpectedly discontinued in 2004.

Now, more than two decades later, Jack in the Box is reviving the classic for nostalgic fans, offering it in three different options.

Chicken Supreme menu options

  • Chicken Supreme Combo: Chicken Supreme, small fries, and a small drink
  • Double Chicken Supreme Combo: Double-stacked Chicken Supreme, small fries, and a drink
  • Double Chicken Supreme Munchie Meal: Double-stacked Chicken Supreme, two tacos, medium curly fries, a drink, and a limited-edition Jack in the Box Jibbi

Jack in the Box launches a collectible toy

Jack in the Box is officially reentering the “toy with a meal” space with the launch of the Jibbi, a limited-edition collectible bag charm available in four different colors. Customers can get a Jibbi with the purchase of a Chicken Supreme, while supplies last.

Jibbi collectible bag charms

  • Spicy: Blue
  • Saucey: Pink
  • Icy: Purple
  • “The Boss”: The rarest collectible

Jack in the Box rolls out year-long value deals for loyal members

On January 6, Jack Pack rewards members can get two tacos for $0.75 for one day only, exclusively through the Jack in the Box app.

The chain is also rolling out 75 Days of Trivia, in-app promotions that reward fans with same-day offers for answering trivia questions on select dates.

Customers can join the Jack Pack by downloading the free app to earn rewards, receive exclusive discounts, and get 10 points for every dollar spent, redeemable across over 20 items. 

Jack in the Box’s turnaround strategy

Jack in the Box unveiled the “Jack on Track” strategy in April 2025 during its second-quarter earnings release. This is a multi-faceted turnaround plan that aims to improve its long-term financial performance by closing around 150 to 200 underperforming restaurants and selling its Del Taco brand.

“Our actions today focus on three main areas: addressing our balance sheet to accelerate cash flow and pay down debt, while preserving growth-oriented capital investments related to technology and restaurant reimage; closing underperforming restaurants to position ourselves for consistent net unit growth and competitive unit economics; and, an overall return to simplicity for the Jack in the Box business model and investor story,” said Jack in the Box CEO Lance Tucker.

Despite these efforts, challenges persist. In the fourth quarter of 2025, system-wide sales decreased 7.2% year over year, while same-store sales fell 7.4%. The drop was driven by fewer transactions and an unfavorable menu mix, partially offset by price increases.

Taco Bell remains innovative while banking on consumers’ nostalgia

While Jack in the Box uses past strategies to reignite momentum, Yum! Brands’ (YUM) Taco Bell has prioritized innovation through the constant introduction of new menu items while maintaining affordability. That approach has helped the chain outperform many of its competitors during the current downturn.

Despite this innovation-focused mindset, Taco Bell has also leaned into nostalgia through initiatives like its Decades Menu. Most recently, the chain brought back Cheesy Dipping Burritos, Steak Garlic Nacho Fries, and the highly anticipated Quesarito, one of the chain’s most popular items of all time.

First introduced in 2014, the Quesarito combines a beef burrito and a cheese quesadilla, featuring seasoned beef, rice, Chipotle sauce, sour cream, melted cheeses, and nacho cheese sauce, all wrapped in a grilled quesadilla. Despite its high demand, Taco Bell made the item an in-app exclusive in 2020 before discontinuing it in 2023.

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“We heard our fans loud and clear,” said Taco Bell CMO Luis Restrepo in the press release. “Their passion turned the Quesarito into a Taco Bell legend and bringing it back for the holidays felt like the perfect way to celebrate that energy.”

To allow as many customers as possible to taste the Quesarito once again, 30,000 Taco Bell reward members can get it for just $1 in-app during the Tuesday Drop on December 23. Otherwise, it will retail for $4.99, according to the press release.

This latest move is part of Taco Bell’s Relentlessly Innovative Next-Generation Growth (RING) strategy, which focuses on menu innovation, enhancing its digital sales experience, and international expansion. The plan aims to boost U.S. average unit volume and triple the brand’s global store count by 2030.

Earlier this year, Taco Bell also hosted the Live Más Live Event in Las Vegas, unveiling more than 30 new menu items and brand partnerships set to arrive at its U.S. restaurants in 2025. 

The strategy is paying off. In the third quarter of fiscal 2025, Taco Bell’s U.S. system sales increased 9% year over year, and same-store sales rose 7%.

Fast-food prices continue to rise

Prices for food at home increased 2.6%, while prices for food away from home rose 3.7% in the 12 months ended September 2025, according to recent U.S. Bureau of Labor Statistics data.

As a result, foodservice traffic declined 1% in the quarter ending June 2025, as consumers cut back on dining out, according to Circana. 

“If debt is a piece of the profit puzzle, food costs are another. In fact, they appear to be an even bigger, more widespread concern,” said QSR and FSR Magazines Editorial Director Danny Klein.

Between 2014 and 2024, menu prices increased 39% to 100%, outpacing the national inflation rate of 33% during the same period, according to Finance Buzz.

“Value is rarely defined only by price,” said Circana Senior VP and Industry Advisor for Food and Foodservice David Portalatin in a statement.

“Operational excellence in providing quality, affordability, great experiences, and convenience is what leads winning restaurants and their supply chain partners to greater success.”

Related: McDonald’s and Burger King holiday promotions spark major backlash