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Breakfast of Champions: As the Battle for Breakfast Heats Up, Jack in the Box(R) Restaurants Adds Buttermilk Biscuit Sandwiches and Minute Maid(R) Orange Juice to Its Arsenal

SAN DIEGO--(BUSINESS WIRE)--Aug. 28, 2006--Breakfast is the "it" daypart in the fast-food world. While lunch and dinner are still the busiest and most lucrative dayparts for quick-serve restaurants, breakfast is becoming more important for fast-feeders who want to get an edge on the competition. A recent study showed that breakfast traffic at quick-serve restaurants has increased seven percent in the last year, and with more folks eating on the run that number could continue to rise.

As the first fast-food chain to offer a breakfast sandwich way back in 1969, Jack in the Box(R) knows the importance of having a strong morning menu. Today, Jack in the Box continues that tradition with the introduction of two new Buttermilk Biscuit Sandwiches -- the Bacon, Egg and Cheese and the Sausage, Egg and Cheese. Both sandwiches feature an egg, American cheese and a choice of either bacon or sausage tucked into a warm buttermilk biscuit. Guests can also order Buttermilk Biscuits a la carte with a side of butter and jam.

"With new players entering the breakfast market and long-time competitors building up their breakfast menus, it's important that we continue to offer high-quality products that appeal to a variety of consumers," said Teka O'Rourke, director of menu marketing and promotions for Jack in the Box. "Our Buttermilk Biscuit Sandwiches offer something for everyone -- they're loaded with hearty ingredients, have great flavor and are easy to eat while sitting in rush hour traffic."

In addition to biscuits, Jack in the Box recently added Minute Maid(R) Orange Juice to its breakfast menu, which includes morning-time favorites like the Breakfast Jack(R), French Toast Sticks and the Meaty Breakfast Burrito. Unlike some chains that only serve breakfast products in the morning, Jack in the Box serves its full breakfast menu all day!

Jack's new Buttermilk Biscuit sandwiches and Minute Maid Orange Juice are available for the suggested prices, excluding tax, of $1.99 and $1.49, respectively, at all participating Jack in the Box restaurants.

Jack in the Box Inc. (NYSE:JBX), based in San Diego, is a restaurant company that operates and franchises Jack in the Box(R) restaurants, one of the nation's largest hamburger chains, with more than 2,000 restaurants in 17 states. The company also operates a proprietary chain of convenience stores called Quick Stuff(R), with approximately 50 locations, each built adjacent to a full-size Jack in the Box restaurant and including a major-brand fuel station. Additionally, through a wholly owned subsidiary, the company operates and franchises Qdoba Mexican Grill(R), an emerging leader in fast-casual dining, with more than 300 restaurants in 40 states. For more information, visit

    CONTACT: Jack in the Box Inc.
             Kathleen Finn, 858-571-2301

    SOURCE: Jack in the Box Inc.