Jack in the Box is taking its marketing game to a new level with the launch of DealQuest: Revenge of the Munchies, an AI-powered, choose-your-own-adventure game built directly into its mobile app. Far from being just another seasonal promotion, this initiative transforms how customers engage with the brand, merging storytelling, gaming, and exclusive meal deals into a single immersive experience.
At the heart of DealQuest lies the promise of a dynamic, replayable narrative where players team up with Jack himself to battle rogue “AI Munchie Meals.” By typing actions and making decisions, users unlock codes that can be redeemed for the seasonal Monster Munchie Meals or classic Jack favorites. The further they advance in the game, the more valuable the rewards become — with high-stakes prizes such as gaming PCs and consoles also up for grabs.
According to TBWA\Chiat\Day LA, the creative agency behind the project, the campaign represents a groundbreaking use of artificial intelligence in quick-service restaurant marketing. The AI system doesn’t just generate dialogue — it powers characters, visuals, storylines, and even hidden Easter eggs waiting to be discovered.
“The future of fast food isn’t just about what you order, it’s about how you experience it,” said Ryan Ostrom, executive vice president and chief digital officer at Jack in the Box. “With DealQuest, we’re making our app more immersive, more personalized, and ultimately more fun.”
The project draws on insights showing that gamified experiences dramatically increase customer engagement, with players significantly more likely to complete purchases after interacting with branded games. For Jack in the Box, it is also a way to reframe value in a highly competitive QSR market, moving beyond low prices to create memorable connections with customers.
Running throughout October, DealQuest is supported by a broad promotional rollout across social media and gaming platforms. It follows previous late-night campaigns like the horror short Feeding Time and the T-Pain x Fortnite Zone Wars collaboration, cementing Jack in the Box’s positioning as a brand that thrives on entertainment and pop culture.
By transforming seasonal promotions into fully fledged gaming experiences, Jack in the Box is betting big on the intersection of food, fandom, and technology — and in the process, rewriting the playbook for fast-food engagement.
