Jack in the Box first started serving its Munchie Meals—nighttime meal offerings that are exclusively sold between the hours of 9 PM and 5 AM—in 2012, and as of the new year in California, full marijuana legalization goes into effect. To celebrate the legalization of recreational cannabis in California, Jack in the Box is teaming up with Merry Jane (a cannabis-focused digital media platform created by Snoop Dog) to offer a limited-edition 'Merry Munchie Meal.'
Inside the Merry Munchie Meal, the collaborators are teasing "the most craveable and snackable products that Jack in the Box has to offer," including fries, onion rings, tacos, mini churros, chicken strips and a small drink. In terms of price, the Merry Munchie Meal is being sold for a fitting price of $4.20.
Why This Trend Is Growing
- Late-night Snack Boxes
- The concept of Late-Night Snack Boxes can be applied in hotels where guests can order pre-packaged snack boxes from the hotel's restaurant.
- Cannabis-themed Meals
- Restaurants and food chains can create limited-edition cannabis-themed meals in locations where cannabis is legal and target a niche market of cannabis enthusiasts.
- Collaboration with Niche Platforms
- Collaborating with niche platforms like Merry Jane can help brands gain exposure to a new generation of consumers who are interested in unique dining experiences and products.
Industries Being Reshaped
- Fast Food
- Fast-food chains can create late-night snack boxes or offer cannabis-themed meals as a promotional strategy to attract more millennials and late-night food enthusiasts.
- Hospitality
- Hotels can offer Late-Night Snack Boxes as a unique in-room dining experience and capitalize on the concept of 24-hour room service.
- Digital Media
- Digital media platforms like Merry Jane can partner with food chains and restaurants to offer cannabis-themed meals to their audience, further expanding their reach and audience engagement.
