: Jack in the Box jumps into the virtual restaurant business with Uber Eats and Jason Derulo

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Jack in the Box Inc. has launched a virtual restaurant with help from Uber Technologies Inc. and singer and “Cats” star Jason Derulo.

The One in a Milli Virtual Restaurant will be available on Uber Eats

in the Los Angeles area until June 28. Five items are on the menu, including a Bacon Churro Milli Shake, a vanilla milkshake made with bacon and Jack in the Box’s churro, and a Milli Meal, which has a Triple Bacon Cheesy Jack, Roost French fries, and mini chocolate croissant bites.

Jason Derulo, who has also become famous for his TikTok videos, celebrates the addition of a million new followers with a “Milli Meals” video in which he creates a dish. Derulo has 46.5 million Tiktok followers.

Outside of Los Angeles, the Milli Meal will be available exclusively through the Jack in the Box

app through August 8.

McDonald’s Corp.

has seen business results from its celebrity collaborations, which it calls the “Famous Orders” program.

See: McDonald’s launches BTS meal collaboration in the U.S. with merchandise drop

And food companies from Kroger Co.

to Chili’s parent Brinker International Inc.

have expanded their digital businesses with virtual restaurants and ghost kitchens over the past year, a move in line with massive acceleration of digital ordering during the COVID-19 pandemic.

Brinker’s It’s Just Wings is expected to be $150 million brand in its first year.

Noodles & Co.

launched a ghost kitchen in Chicago in late May. And Applebee’s, a Dine Brands Inc.

chain, launched Cosmic Wings in February.

Jack in the Box stock has rallied 27.7% for the year to date while the benchmark S&P 500 index

has gained 13.3% for the period.

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