Jack in the Box is digging deep into their candy bag this Halloween season with DealQuest: Revenge of the Munchies, a new AI-powered choose-your-own-adventure game built directly into the Jack app.
The in-app DealQuest game will be available starting October 1 and ending on October 31. The experience blends interactive storytelling, gamified promotions, and real-world rewards to keep fans engaged.
Players enter the app to find Jack himself inside a restaurant that feels just a little too eerie. Soon, they’re battling monstrous versions of Jack in the Box menu items dubbed “AI Munchie Meals” through text-based choices that branch into unique storylines.
The further players progress, the bigger the deals they unlock: everything from free drinks with a $5 purchase to buy-one-get-one offers on tacos and sandwiches. Every redeemed offer also serves as an entry into prize drawings, including Resident Evil game codes and even a custom Jack in the Box-themed gaming PC.
Ryan Ostrom, EVP and chief customer and digital officer at Jack in the Box, said the project is meant to redefine what fast food engagement can look like. “The future of fast food isn’t just about what you order, it’s about how you experience it,” Ostrom said in a prepared statement. “With DealQuest, we’re pushing the boundaries of innovation by fusing AI, gaming, and storytelling to make the Jack app more immersive, personalized, and fun.”
While DealQuest leans on modern AI and mobile integration, it does fit into a long lineage of fast-food companies using video games as marketing. Burger King famously released three promotional titles in 2006: Sneak King, Pocketbike Racer, and Big Bumpin’ for Xbox 360. They were sold for just $3.99 each with a value meal. Those quirky games ended up selling more than 3 million copies combined, making them some of the most successful “advergames” of all time.
Even earlier, McDonald’s experimented with platforming games like M.C. Kids on the NES in the early ’90s and McDonald’s Treasure Land Adventure on the Sega Genesis. And 7UP’s Cool Spot mascot was once a star of his own 16-bit platformers, proving that food brands could, at least briefly, exist side by side with Mario and Sonic in some capacity.
Jack in the Box’s DealQuest may not be a boxed retail game, but the spirit is the same: blending brand awareness with actual gameplay in ways that reach audiences where they spend their time. By anchoring the game inside its app, Jack in the Box also ensures a direct connection to sales, deals, and loyalty-building.