Published on: January 2, 2018by Kevin Coupe
It is a subject covered in Retail 101. When an opportunity presents itself, grab it.
Such as in California, where yesterday recreational sale and use of marijuana has become legal. State law, as described by the San Francisco Chronicle, allows people to make daily purchases of “1 ounce of cannabis flower, 8 grams of concentrated cannabis and six immature plants per customer.”
Which sounded like a kind of nirvana to the folks at fast food chain Jack in the Box, where people have been going for years to deal with illegal pot-induced cases of the munchies.
That’s why the company has created a weed-themed Merry Munchie Meal, which it will test later this month at three southern California locations, according to a story in USA Today. “The meal box, part of Jack in the Box's late-night menu, has half-servings of curly fries and onion rings, two tacos, five mini churros, three crispy chicken strips and a small drink. The price is $4.20 — April 20, or 4/20, is ‘Weed Day’ — plus tax.”
The story says that “the limited-time offer is in partnership with cannabis lifestyle website Merry Jane — itself an allusion to marijuana's ‘mary jane’ nickname — backed by rapper and TV game-show host Snoop Dogg.
The meal will be tested Jan. 18-25 at select Jack in the Box locations in Long Beach, Snoop's hometown.”
The fact is that recreational marijuana is now legal in Alaska, California, Colorado, Massachusetts, Nevada, Oregon, Washington, and Washington, D.C. Travel + Leisure estimates that 20 percent of Americans now live “in a state where recreational marijuana use is legal.”
Now, this may not be locked in stone. The Trump administration - especially Attorney General Jeff Sessions - has been hostile to the legalization of marijuana (even medical marijuana). But for the moment, at least, Jack in the Box is a product that is relevant and meaningful.
(Albert Brooks had a funny Twitter posting yesterday: “Today is the first day in California for legal recreational pot. No real difference except the line for Jack-in-the-Box goes about a mile.”)
The bet here is that this test is going to be rolled out to a lot more locations, and could become part of the company’s regular California offering. And while other fast food chains say they aren’t planning to follow Jack in the Box’s lead, that resolve may only last until they see the competition’s higher sales numbers.
That’ll be an Eye-Opener, man.
- KC's View: