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In order to improve brand recognition and cater to changing consumer demand, restaurateurs are upgrading their offerings to provide differentiated value propositions. Following the trend, Jack in the Box Inc. has come up with new Monster Taco flavors, Bacon Ranch and Nacho for $1.69 plus taxes.

The company introduced the Bacon Ranch and Nacho Monster tacos in order to boost guest traffic. Bacon Ranch Monster Taco is made up of the original Monster Taco, including shredded lettuce topped with cool ranch sauce and hickory smoked bacon. The other item Nacho Monster Taco comprises creamy nacho cheese sauce and flaming hot jalapeños.

Owing to its popularity, the original monster Taco was re-launched in Oct 2013 after a gap of four years. Jack in the Box continues to gain market share, driven by its premium limited period offerings. We note that the company had earlier launched the Bacon Insider burger for a limited period offer. In Dec 2013, the company introduced the new Egg White & Turkey Breakfast Sandwich made up with fluffy egg whites, grilled turkey, fresh sliced tomato and American cheese served on a classic bun.

Innovation holds the key to the success of restaurateurs. One of the leading chains of drive-in restaurants in the U.S. Sonic Corp. modified its popular Master Blast dessert offerings by adding new flavors. Guests can now taste Sonic’s Real Ice Cream in six new flavors— Triple Chocolate, Turtle Pecan, Pineapple Upside Down, Banana Split, Chocolate Chip Cookie Dough and Caramel Brownie.

Jack in the Box presently has a Zacks Rank #1 (Strong Buy). Some other stocks worth considering in the restaurant industry include Famous Dave's of America Inc. and Fiesta Restaurant Group, Inc. . Both these stocks carry the same rank as Jack in the Box.

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