Jack in the Box

Jack in the Box is hoping to make a statement in the competitive breakfast daypart. According to a recent Nation’s Restaurant News article, the company this week launched a new platform called Brunchfast.

President, Francis Allen, unveiled the platform of brunch items to dive into the untapped daypart. The menu includes a Brunch Burger served on a croissant, a bacon-and-egg chicken sandwich with Jack in the Box’s home-style chicken filet and English muffin, as well as a Southwest Scrambler Plate with your choice of bacon or sausage, scrambled eggs and roasted peppers, diced green chiles and pepper Jack cheese, and served with home-style potatoes. While no booze will be served with their brunch, they are offering a blood orange cooler to wash down the delicious Brunchfast items.

“We see Brunchfast as a real alternative. It’s zigging when others zag,” she added. “It’s something no one else is doing in this segment, just like we did with late night.”

The brand’s late-night items and all-day breakfast have accounted for about 40 percent of their sales, which is why their Brunchfast platform seems to be right on point for their customers.

CEO and chairman of Jack in the Box Inc., Lenny Comma, felt that consumers were experiencing “deal fatigue” since discounting efforts were not making an impact in the quick-service industry. With other brands offering all-day breakfast, Jack in the Box is facing pressure to stand out in the breakfast daypart.

Pricing for the menu is yet to be announced but Allen mentioned that customers can expect a more premium price for the items.