: 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
UBER,
-2.60%

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
JACK,
+0.65%

app through August 8.

McDonald’s Corp.
MCD,
-0.36%

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.
KR,
-1.24%

to Chili’s parent Brinker International Inc.
EAT,
-1.82%

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.
NDLS,
-0.80%

launched a ghost kitchen in Chicago in late May. And Applebee’s, a Dine Brands Inc.
DIN,
+0.11%

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
SPX,
-0.16%

has gained 13.3% for the period.

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