The Cult Following Behind Jack in the Box Tacos: Here’s Why They’re So Beloved

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If you haven’t had the chance to check out Meghan Markle’s new lifestyle cooking show, With Love, Meghan, since its launch, you might be missing out on a delightful mix of straightforward entertaining concepts and culinary tips. The series emphasizes enjoyable cooking and features accessible ideas for any home chef.

Among the highlights, viewers can learn how to elevate their breakfast hosting skills and discover essential kitchen tools like the Le Creuset braiser prominently showcased in various scenes. In the show’s second episode, Meghan, Duchess of Sussex, shared her affection for fast-food favorites, revealing a particular nostalgia for Jack in the Box tacos, tracing back to her childhood influenced by her mother’s love for them.

This particular fast food item has garnered a somewhat cult-like status, especially in the Western and Central United States, sparking discussions about its appealing yet polarizing nature. “They are horrible and delicious at the same time,” noted a user on Reddit, capturing the conflicting sentiments many fans express.

Another Reddit commentator observed, “They are their own thing,” suggesting that while gourmet options exist, sometimes a craving for something less refined hits the spot, reminiscent of snacks like Bagel Bites.

What drives the desire for Jack in the Box tacos? Their crunchy, deep-fried exterior and their enigmatic, mixed-meat filling likely play a role, but there is a layer of nostalgia at work as well, a sentiment echoed by some scientists who study the ways food interacts with our memories.

What’s inside a Jack in the Box taco?

The Jack in the Box website describes their crunchy tacos as containing “melty American cheese, shredded lettuce, and [their] signature taco sauce,” while conspicuously omitting any mention of beef. Instead, one TikTok user humorously referred to the filling as a “meat concoction.”

A detailed ingredient breakdown shows that these tacos consist of beef, ground dark chicken, textured vegetable protein (derived from soy flour and caramel color), and defatted soy grits. This knowledge might clarify why some describe the tacos as a dubious choice.

What fuels the popularity of these tacos?

The penchant for Jack in the Box tacos isn’t a recent phenomenon; in fact, Americans consumed about 554 million of these tacos in 2017 alone. Over 75 years after their introduction in 1954, social media platforms remain abuzz with taco enthusiasts sharing their love, including viral TikTok videos demonstrating how to recreate the experience at home.

Devotees understand these tacos aren’t gourmet fare, often admitting that the experience is less about fine dining and more about a quirky cult status. As one social media interviewee candidly stated, “Don’t open the taco, don’t look at what’s inside of it. But when you eat it, it’s like heaven.” In 2017, an article dubbed them “disgusting and perfect,” reflecting the common view surrounding these guilty pleasures.

Despite their questionable reputation, a TikTok user expressed sympathy for those who haven’t tried these tacos, describing them as “one of the worst tacos you’ll ever have in your entire life” while still having a clear affection for them.

Memories tied to these tacos run deep for many, including Meghan Markle. A tearful creator on TikTok poignantly expressed a yearning for two tacos from Jack in the Box, showcasing the emotional resonance connected to these fast food delights. Another Reddit user simply labeled them as “pure nostalgia.”

The nostalgia of fast food

The craving for comfort food often fluctuates with societal trends and emotions. Remarkably, Dr. Charles Spence of Oxford University notes the resurgence of comfort foods during uncertain times, suggesting nostalgic brands might gain popularity again during periods of instability.

Research shows that food serves as a powerful trigger for nostalgia, with memories provoked by taste and smell evoking more positive emotions than other sensory triggers. Dr. David Clewett from UCLA emphasizes that food’s ability to incite strong emotional responses can solidify memories, making experiences like biting into a satisfying taco unforgettable.

Memories related to food extend beyond mere taste; they encompass who we were with and what we felt in those moments. “Simply tasting or even imagining a delicious meal can transport us back in time,” he explains, capturing cherished experiences alongside those flavors.

Clewett personally connects with the nostalgic aspect of Jack in the Box tacos, recalling post-game rituals with friends from high school who would flock to Jack in the Box after football games, bonding over their shared love for tacos. “Even today, eating Jack in the Box tacos takes me back to that parking lot,” he reflects.

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