Jack in the Box adds breakfast pitaJack in the Box adds breakfast pita

Lisa Jennings

Touting its innovation in the increasingly competitive breakfast daypart, Jack in the Box on Monday introduced a breakfast sandwich in a whole-grain pita pocket.

The Breakfast Pita Pocket features scrambled eggs, strips of bacon and ham, and American cheese stuffed into pita bread and served with fire-roasted salsa. The item is priced at a recommended $2.69, and, like the chain’s entire menu, it is available all day.

“Jack in the Box has one of the most varied breakfast menus in the quick-service segment of the restaurant industry, with products ranging from sandwiches and biscuits to croissants and burritos,” said Tammy Bailey, Jack in the Box's division vice president of menu marketing and promotions. “With the addition of our new Breakfast Pita Pocket, which features a pita bread made with whole grain, we’re able to offer our guests even more variety when it comes to this important daypart.”

A growing number of quick-service operators in recent months have said they are adding breakfast or beefing up morning menu options.

Subway launched a national breakfast program in March, for example, and an official from the chain told Nation's Restaurant News that the morning menu has been a success so far. Both Wendy’s and Taco Bell are testing breakfast for a planned rollout next year. Burger King is planning an enhanced breakfast platform in the fall that is expected to include a brunch menu.

San Diego-based Jack in the Box Inc. operates or franchises 2,200 namesake locations in 18 states, as well as fast-casual sister brand Qdoba Mexican Grill, with more than 500 locations.

Contact Lisa Jennings at [email protected].