Why Jack in the Box Tacos Have a Cult Following

If you haven’t already watched Meghan Markle’s new lifestyle cooking show,* With Love, Meghan*, in the month since its debut, there’s one thing we can promise: the lighthearted series is full of easy entertaining ideas and cooking advice. 

We’ve discovered tips for hosting a better breakfast and tracked the kitchen essentials we want to stock for ourselves, like the Le Creuset braiser that appears in several scenes. In the second episode, we learned that Meghan, Duchess of Sussex, enjoys fast food just like the rest of us. Besides mentioning her fondness for a Mexican Pizza from Taco Bell, Meghan also says she enjoyed a lot of Jack in the Box growing up, “because [her] mom loved the tacos.”

This deep-fried fast food item has gained a cult following across the Western and Central United States, yet even its most loyal fans appear to have a love-hate relationship with the dish. “They are horrible and delicious at the same time,” one Redditor writes. 

Another Redditor notes that, “They are their own thing. I mean a great pizza is better than Bagel Bites. But sometimes I am in the mood for Bagel Bites.” 

So what makes someone crave Jack in the Box tacos? Perhaps it’s their crispy, deep-fried shell and mysterious, mixed-meat filling. A few scientists, however, explain that it may also have to do with how food elicits nostalgia. 

What’s in a Jack in the Box taco?

According to the Jack in the Box website, their crunchy tacos feature “melty American cheese, shredded lettuce, and [their] signature taco sauce.” Although the description does not mention beef, the tacos include what one TikToker refers to as a “meat concoction.” 

According to a comprehensive list of the ingredients in these cult-favorite tacos, this concoction contains beef, ground dark chicken, textured vegetable protein (soy flour and caramel color), and defatted soy grits, a form of processed soybeans. Now it’s a bit clearer why people often describe these tacos as somewhat dubious.

Then why are these tacos so popular?

Consumers’ passion for Jack in the Box tacos isn’t anything new: Americans consumed a staggering 554 million of these crispy creations in 2017. And more than 75 years after their launch in 1954, fans continue to rave about Jack in the Box tacos on social media, with numerous viral TikTok videos showing viewers how to create their own versions at home.

Like diehard fans of other fast food items, people who enjoy these tacos recognize that the delicacies — priced at 99 cents for two tacos — aren’t exactly gourmet.

“Don’t open the taco, don’t look at what’s inside of it,” says the subject of one social media street interview. “But when you eat it, it’s like heaven.” A 2017 article called them “disgusting and perfect,” which seems to be a common sentiment surrounding the item.

One TikTok user notes that they felt sorry for anyone who won’t experience a Jack in the Box taco, then also calls them “one of the worst tacos you’ll ever have in your entire life.”

Other posts across TikTok and Reddit reveal how many people are attached to these tacos through youthful memories — just like Meghan Markle. “All I want right now is two tacos… from Jack in the Box,” says a tearful content creator in a sketch about getting older. Another Redditor calls them “pure nostalgia.”

How does fast food inspire nostalgia?

Even something as universally beloved as comfort food can have trends and periods when people are more inclined to seek it out. “Comfort foods made a comeback during COVID,” Dr. Charles Spence — an experimental psychology professor at Oxford University who has written extensively about the science of eating — tells Food & Wine. “When the world seems like an uncertain place, these familiar and nostalgic brands may see a resurgence.”

Research not only shows that food is a trigger of nostalgia, but that nostalgic memories provoked by taste and smell can have a more positive emotional impact than those surfaced by other triggers. 

“There’s no doubt that [food] is a powerful trigger of emotional arousal, which acts like a ‘save’ button for memories that matter,” Dr. David Clewett, an assistant professor at UCLA who studies the process of storing memories, explains to Food & Wine. “Tasty food also activates the brain’s reward systems, which makes moments like biting into a yummy taco even more unforgettable.”

Food-related memories consist of more than just taste and smell, though.  

“They capture the full experience: where we were, who we were with, and how we felt in that moment,” details Clewett. “Because of this richness, simply tasting or even imagining a delicious meal can transport us back in time, allowing us to vividly relive some of our most cherished memories.”

Clewett, a Californian, notes that Jack in the Box tacos evoke many of these memories for him. In high school, he and his teammates would head straight to Jack in the Box after Friday night football games, and tacos were their go-to order.

“We’d roll through the drive-thru, then park and hang out in the lot, telling jokes, swapping stories, and pondering what happens next,” he recalls.  “Even today, eating Jack in the Box tacos takes me back to that parking lot.”