Executive Vice President & Chief Customer & Digital Officer, Jack In The Box
Search every verified Ryan Ostrom interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Ryan Ostrom, Executive Vice President and Chief Customer and Digital Officer at Jack in the Box, has discussed the company's marketing strategy and digital transformation in several interviews from 2022 to 2025. He stated that the company's marketing strategy is centered on making the brand "more craved" by being culturally relevant, authentic, visible, easy, and distinctive. Ostrom emphasized the importance of maintaining a consistent brand voice across all digital and social channels, including TikTok, Facebook, and Twitter, noting that some brands "miss it because their voice isn't consistent." He also highlighted the shift toward using customer data for personalized one-to-one marketing, saying the company is building the systems and processes to make that data actionable. Ostrom has described Jack in the Box as a late-night brand, with 30% of sales occurring after 10:00 PM, and said the company targets that audience with edgy marketing. He noted that the company has eliminated legal review from its social media content process to be more authentic and real. Ostrom discussed the company's use of AI for tasks such as writing emails, generating taglines, and creating visual content, while cautioning that brands must find the right balance to avoid losing their "soul and passion." He also addressed the company's expansion plans, stating that Jack in the Box aims to enter Chicago and Florida next, with New York targeted for approximately three years out.
“The thing that's really just changed is the power of digital and social — you don't know when you can get a quick hit, a viral moment or something about a food or a tasting or some kind of information about your brand.”
“It just overnight you get tons of traffic — that wasn't really the case as much before.”
“Consistency across all those — TikTok, Facebook, Twitter — bringing that voice consistently across is so key today.”
“Some brands miss it because their voice isn't consistent through all the channels; it's such a connected culture of media that you have to be who you are consistently across everything.”
“Our current marketing strategy is all about making the brand more craved which is more cultural relevant, authentic, visible, easy, distinctive and everything we do we really try to make the brand more craved.”
“Everything is driven by sales and transactions. Am I driving more visits? Are those visits current guests or new guests? We do look at that but it's visits, transactions and sales that drives everything we do. Nothing's ever changed.”
“We have a lot of people who are born and bred in this brand. My whole team has lived or breathed Jack in the Box in their lives and by having a team that really writes the briefs, understands the food, and develops the food, it allows us to create that authentic kind of aspect of the brand.”
“We try to relive that edginess from the mid to late '90s when the brand shifted. We have to be cautious on how we make Jack edgy but partnerships with Snoop Dogg, Ice Cube, and even bringing back Mark Hamill help keep that edge and the late night vibe that we do really well.”
“The digital space is shifting QSR marketing. Acquiring customer data and using that data for one more purchase, knowing that you live next to this store and haven't been in the last two weeks, I want to bring you in with the right offer at the right time.”
“We have to build the systems in place, have the database conversations, and use the right tools to actually reach the data because data sitting there that's unreachable is worthless. We're building that skill set and process internally right now.”
“AI is always finding its way into everything. We've used AI to write better emails, figure out taglines for commercials, and create bundles faster and visually. AI helps us make quicker decisions and save money by reducing the need to shoot all the time.”
“We're always going to try to be authentic. We want to find the fine line of where we use AI and how it comes to life without losing the soul and passion of the brand. If you don't figure out where AI will work, you'll be left behind.”
“There's just too many media channels and no one has unlimited money. Our money's spread so thin. We have to be faster, quicker, and more real-time in how to optimize our media strategy, especially in the context of social.”
“We play across the board with influencers, from celebrities like Ice Cube and Snoop Dogg to micro influencers. We curate influencers who really trust our brand and give them free reign to talk about who we are in their lives, making it authentic and ownable.”
“Jack in the Box was there for the first the first QSR salad, the first QSR breakfast sandwich, some really great pieces that have become what we enjoy today.”
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