C.R.A.V.E.D

continuing a deranged hobby of reading corporate materials for fast food companies. See if you can guess what the acronym C.R.A.V.E.D stands for at $JACK, the corporate parent of Jack In The Box and Del Taco.

To buy time while you think, here is a story about Herb Kelleher, founder of Southwest Airlines, who had a strong, clear mission focus:

There is a great story shared by Chip and Dan Heath in the book “Made to Stick” about the late founder Herb Kelleher. Kelleher once posed a question to someone about their strategy,

“Tracy from marketing comes into your office. She says her surveys indicate that the passengers might enjoy a light entree on the Houston to Las Vegas flight. All we offer is peanuts, and she thinks a nice chicken Caesar salad would be popular. What do you say?”

The person stammered for a moment, so Kelleher responded:

“You say, `Tracy, will adding that chicken Caesar salad make us THE low-fare airline from Houston to Las Vegas? Because if it doesn’t help us become the unchallenged low-fare airline, we’re not serving any damn chicken salad.’

(source)