Jack in the Box announced on February 19, 2026 that it will roll out a nationwide matcha beverage lineup, the first time the quick‑service chain offers matcha drinks in its restaurants. The new platform features a Matcha Iced Latte and an Oreo Matcha Shake, both made with real matcha to deliver consistent flavor, color and performance from cup to cup.
The launch is part of the company’s broader “beverage‑forward” strategy, aimed at attracting younger Millennials and Gen Z customers who are increasingly seeking healthier, trend‑driven options. Executive Chef Ciaran Duffy said the matcha platform “represents a different side of Jack in the Box innovation, expanding the flavor palate rather than just pushing indulgence.”
The announcement comes amid a challenging financial backdrop. In the first quarter of fiscal 2026, Jack in the Box reported revenue of $349.5 million, down 5.8 % year‑over‑year, and diluted earnings per share of –$0.13, a miss of $1.06 versus consensus. Same‑store sales fell 6.7 % and operating margin contracted to 13.3 % from 15.8 % a year earlier. The decline was driven by weaker demand, a shift in the mix of restaurants, and higher commodity costs that eroded margins.
CEO Lance Tucker noted that the company remains focused on fundamentals, simplifying the business and delivering on its “JACK on Track” commitments. He added that customers are still careful about where they spend, underscoring the need for value‑focused promotions and disciplined cost management.
While the matcha launch is a positive step toward menu innovation and differentiation, the market reaction to the earnings release was negative, reflecting investors’ focus on the company’s weak financial performance. The new beverages may help attract a younger demographic, but the broader challenges—price sensitivity, margin compression and a need for operational simplification—remain the primary concerns for the business moving forward.
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