In 1951, Peterson opened a restaurant with a giant clown's head on top of the building, imitating a jack-in-the-box. The owner called that location Jack in the Box, and soon introduced that name to his other locations.

You're in love of the mascot of the restaurant.. his face was white, his eyes were blue, his nose was black and pointed, his mouth was reddish, his hat was yellow, and he always wore suits as luxurious as his watches.