As it was foretold, so it has come to past: after filing a trademark application for the term “brunchfast” earlier this summer, Jack in the Box is now testing a new menu with that name in Southern California.
InsideSoCal.com’s Dine 909 blog spotted the new menu in the wild way back in July, with BurgerBusiness.com noting the find just this week. The chain is reportedly testing the option at about 20 locations in Riverside County, CA.
Jack in the Box already serves regular breakfast all day, so this effort seems to be more about having a funny name/idea to bring in customers in between breakfast and brunch. To that end, the company’s chairman and CEO admitted during the most recent earnings call that all-day breakfast at McDonald’s is affecting their business from 10:30 to noon, even though Jack’s breakfast business remains brisk. Brunchfast to the rescue?
Brunchfast is also available all day long, and includes a Brunch Burger that previously appeared on the chain’s late night Munchie Meal menu: it’s a burger patty, bacon, cheddar, and a fried egg on a croissant bun. There’s also a bacon and chicken brunch sandwich, a sourdough omelet sandwich, and a Southwest scrambler plate. Each option can be made into a combo, which includes one side and either a regular hot coffee or fountain drink.
We’ve reached out to Jack in the Box for more details — like whether brunchfast will be tested in any other locations or go nationwide eventually — and will update this post when we hear back.
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