Jughead is the weird one of Archie's social circle. He loves wearing a gray hat in the shape of a crown, he avoids girls, and he loves to outwit Reggie Mantle and above all, to eat. Despite the fact Jughead's stomach is always hungry, he never gains an ounce of weight.
As a consequence of his eating habits, Jughead is also a preferred customer of most of Riverdale's food establishments, especially Pop Tate's Chocolat Shoppe, and a very respected food critic.
Jones is Archie's best friend.
He is also the star of a popular Archie magazine spin-off, Jughead Magazine.