Jack is coming out! Coming out of his box, that is. In a daring effort to reinvent itself, the 45-year-old Jack in the Box Inc. has begun rolling out a radically new menu while avoiding the architectural monotony fast food industries inflict on the commercial landscape.

The rebuilt facility at 804 University Avenue in Hillcrest, renamed JBX, serves as the company’s eye-catching prototype where customers can now sit beside a fireplace and dip their french fries in wasabi mayonnaise or munch on “Pannido” baguette sandwiches accented with sun-dried tomato spread. The modernistic structure boasts a galvanized metal chimney, ornamental fascia and multiple artistic elements that give it the appearance of a mini nightclub rather than a place where burgers are flipped.

A second JBX with similar architectural trappings and revised menu is slated to open soon at 1905 Garnet Avenue in Pacific Beach.

“We’re trying to break away from the sea of sameness that the quick-service industry suffers from,” says Brian Luscomb, a spokesperson for Jack in the Box. “Consumers are looking for something different, with friendly and efficient service. They want a more pleasant atmosphere. And fast-food places usually under-deliver in these presentations.”

Luscomb adds that the conversion process for some of the existing 1,900-plus locations throughout several states will be slow and methodical. “We’ll evaluate the results over time before moving forward.”

In addition to the sleek new structural design conceived by Brand Architecture in Florida – plus a revised menu that includes natural cut fries, oven-fresh ciabatta sandwich rolls and big colorful salads – customers at JBX are enjoying partial wait service. “We bring the orders to the table,” said Luscomb.

The converted eateries also feature smartly boxed desserts such as blueberry scones and apple crumb bars. And a new line of breakfast sandwiches, also made with European-style ciabatta bread, now incorporate gourmet-type fillings such as applewood bacon, Black Forest ham and hollandaise sauce.

The company’s reinvention effort boldly surpasses those seen at other fast food chains in that consumers will pay a notch extra for noticeably improved quality. The JBX grilled chicken sandwich, for example, costs $4.95, but the chicken breast is marinated in lemon and garlic and includes all the fixings. The Avocado Club, another chicken sandwich, oozes with fresh guacamole and sells for a dollar more.

The Pannido sandwiches, which come in three different foot-long varieties and are stuffed with fresh cold cuts and provolone cheese, are priced at $4.95 each. And the average cost of the plumper, gourmet-style burgers, is $5.

Luscomb notes, however, that one popular remnant from the old menu remains untouched at JBX – that classic pair of tacos for $1. It seems as though not everyone in the jury box is ready to forsake the deep-fried stuff entirely.