esponded with the industry$$s first comprehensive Hazard Analysis & Critical Control Points $($HACCP$)$ system for managing food safety and quality the following year. Jack in the Box continues to support tougher legislation to man$-$date food$-$safety systems throughout the fast$-$food indus$-$try. The company actively partners with national consumer organizations to educate the public about techniques fam$-$ilies can use to protect themselves against home$-$based food poisoning. The $1993$ E$.$ coli incident was revived in $2015$ when Chipotle temporarily closed $40$ stores in $2015$ after a seri$-$ous of illnesses linked to E$.$ coli bacteria. Ironically, Jack in the Box might have benefitted from this crisis because its Qdoba Mexican Grill fast$-$casual restaurants competed directly with Chipotle. Jack in the Box sold Qdoba to Apollo Management Group in $2018.$ In the last two decades, Jack in the Box has emphasized

pricier, more upscale items on its menu. Jack in the Box currently operates and franchises more than $2,200$ restau$-$rants in the western and southern United States, most of which are owned by the firm. The company targets the adult market with a broad and changing selection of dis$-$tinctive, innovative products, including hamburgers, spe$-$cialty sandwiches, tacos and other ethnic products, finger foods, breakfast foods, unique side items, and dessert items.

Case Challenges $1.$ Jack in the Box is well known in California, Texas, and Arizona, but the chain has not penetrated markets in much of the remaining sections of the country. Should the company continue to focus on a limited geographical area?