The following article is something of a confession, or a coming out column for me. For years I’ve been vocal about the fact that I hate the fast food restaurant chain “Jack in the Box” due largely to the store’s advertising campaign. I have openly declared my unwillingness to eat at any of the store’s Tyler locations regardless of the quality of the food they serve because I so detest their commercials… that is until recently.

            When my workplace moved to a new building, I found that “Jack in the Box” was the closest available eatery. One day, while on my lunch break, and without the time to visit one of my regular favs. I reluctantly swallowed my dislike for the franchise and made that infamous right turn into the small parking lot. I rationalized the decision by telling myself it would be a one time thing. Besides, I didn’t have to tell anyone, right? Except that the food was great! I had a problem, or rather I still do. As fast food goes I like “The Box” (not as much as Whataburger by the way), but it’s close to my work, the prices are reasonable and they serve breakfast all day, on the other hand, those commercials are just more than I can take, a sentiment shared by my whole family by the way.  

            So why make this confession now? Because I can live the lie no longer! I like Jack in the Box’s food! There I said it. The menu is unique, and the quality good. I still make no excuses for the company’s ads however. In fact, they are the ones who should be ashamed, not me or those like me. We are just the victims, the users if you will. I call on the corporation to do the right thing and fire the current ad agency and find another. Please, make it easier for those of us who enjoy the product, but whose consciences object to the mindless temptation they use to appeal to the masses. A step like this can only bring in those stronger than I who would ordinarily never set foot in a Jack in the Box restaurant.

            So please don’t judge me! Pity me, and remember you may be one sausage egg and cheese biscuit away from becoming a “Box” fan as well. Tyler Locations can be found on Broadway next to Burgfield Park, and on the west loop next to CIci’s.