All about Jack in the box

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Why is it that a fast food restaurant was called Jack in the Box? And what is the story behind it? Such a place as this is where I like to buy my 2 for a dollar tacos and curly fries. Most Americans are very familiar with this upscale Jack in the Box, aiming for affluent yuppies instead of it's competitor McDonald's which appears to appeal more to families of children using the play sets at some locations outside the restaurants near their parking lots and the life size figure of Ronald McDonald sitting on a bench in brightly colored attire. The link below is of the website of Jack in the Box. I am in now way affiliated with Jack in the Box. However, it is one of my personal favorites for a good meal you can eat inside the box or out of one.