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There was no fanfare, not even a company announcement to mark the opening of the first JBX - the prototype for Jack in the Box Inc.'s promised brand invention.
The new eatery - or "learning lab" as locally based Jack in the Box spokesman Brian Luscomb calls it - that opened in late March on University Avenue in Hillcrest is one of two in San Diego. The other, which is under construction on Garnet Avenue in Pacific Beach, will open sometime in April.
But customers shouldn't expect a ribbon-cutting ceremony.
JBX, which also happens to the publicly traded company's ticker symbol on the New York Stock Exchange, is a test case.
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