Insight Flash: Consumer Edge Data Reveals Impact of Jack In The Box’s Expansion into Georgia

With Jack in the Box’s planned expansion into Georgia making news in recent weeks, we leverage Consumer Edge data to explore the health and competitive dynamics of the quick service restaurant industry in the Peach State to understand the opportunities and risks of the move. 

Strategic Growth Beyond Core Markets

JACK recently announced a 15-unit franchise development agreement, establishing its first locations in the Georgia market. This follows last year’s foray into Florida with an agreement for 30 units, and further builds on its expansion in the Southeast. These combined development agreements represent ~2% of Jack in the Box total units and so further expansion in the region is likely to follow.

According to CE data, for the most recent quarter, 81% of JACK sales came from California, Texas and Arizona. Heavily concentrated on the west coast, expansion into additional states and regions of the country could be necessary to fuel JACK’s next leg of growth.

*Company Website, Consumer Edge Credit/Debit card data, USA1+USA2 eMax Panel; Data does not include third-party delivery spend 

Quick-Service Hamburger Sub-industry Faces Challenges

Both the Georgia and South Atlantic Quick-Service Hamburger sub industry has underperformed the Limited-Service industry in 2024. Both tough comparisons due to 2023 outperformance and shifting consumer preferences to healthier options like chicken could be to blame.  

*Consumer Edge Credit/Debit card data, USA1+USA2 eMax Panel; Data does not include third-party delivery spend 

Adapting a New Style to Survive Competition

The Quick Service Hamburger market is highly concentrated, which could make it difficult for Jack in the Box to compete in the region. Established operators McDonald’s, Wendy’s, and Burger King accounted for more than 80% of hamburger sales in Georgia and the South Atlantic region over the past two years. JACK’s eclectic menu of burgers, tacos, chicken, and all-day breakfast may aid in its competitive efforts.

*Consumer Edge Credit/Debit card data, USA1+USA2 eMax Panel; Data does not include third-party delivery spend 
*Consumer Edge Credit/Debit card data, USA1+USA2 eMax Panel; Data does not include third-party delivery spend 

Consumer Edge is the leading provider of alternative data for consumer spending behavior, and the only provider of global revenue signals. If you’d like to benefit from using CE Transact US, CE Vision, or other products for restaurants insights, data, and other industry data year-round to track trends and market hits like these, reach out to insights@consumeredge.com.

About the Authors

Katherine Bjorkman is the Director of Insights for the CEIC. Explore more of her insights here and follow her on LinkedIn.

Greg Potter is a Financial Analyst for the CEIC. Explore more insights and follow him on LinkedIn.