Jack in the Box Introduces Nationwide Matcha Beverage Lineup
Jack in the Box (NASDAQ: JACK) is taking its drive-thru offerings to a whole new level by officially introducing matcha beverages across the United States. This bold move positions the fast-food chain as one of the first quick-service restaurants (QSRs) in the U.S. to feature matcha drinks on a nationwide scale, transforming a once café-exclusive beverage into a convenient, everyday option for fans of the brand.
Known primarily for its tacos, burgers, and late-night cravings, Jack in the Box has a reputation for “coloring outside the lines” when it comes to menu innovation. The introduction of matcha aligns with this adventurous approach, offering a beverage-forward twist that merges global flavors with accessible, consumer-friendly options.
A New Direction in Beverage Innovation
Jack in the Box has long been recognized for its bold, craveable food offerings, but the launch of the Matcha Platform highlights the brand’s commitment to expanding its flavor palette. This isn’t just about indulgence—it’s about evolving with consumer preferences and responding to emerging trends.
“The Matcha Platform represents a different side of Jack in the Box innovation. It’s about expanding the flavor palate, and not just pushing indulgence for indulgence’s sake,” said Ciaran Duffy, Executive Chef at Jack in the Box.
With the introduction of matcha, Jack in the Box is signaling a shift toward more beverage-driven menu experimentation. The chain’s goal is to engage younger consumers, particularly Millennials and Gen Z, who are increasingly seeking unique, globally inspired flavors in their everyday food and drinks.
Why Matcha? Understanding the Trend
Matcha, a finely ground green tea powder, has been a staple in Japanese tea culture for centuries and has grown in popularity globally due to its distinct flavor, vibrant color, and potential health benefits. Unlike coffee or traditional shakes, matcha introduces a new set of culinary and technical considerations. Its delicate flavor profile requires careful balancing to avoid bitterness, while maintaining the signature green hue and smooth texture consumers expect.
Jack in the Box viewed this challenge as an opportunity rather than a barrier. The company didn’t merely aim to add a trendy ingredient—it sought to engineer beverages that could deliver consistent flavor, color, and performance across thousands of locations nationwide.
“When we looked at matcha, the goal wasn’t to chase a hyper-niche or ceremonial product. It was to find a matcha that delivered consistent flavor, color, and performance at scale,” explained Duffy. “From a culinary standpoint, that means selecting a matcha that holds up in milk-based beverages, integrates smoothly into our equipment, and still delivers that recognizable matcha character guests expect.”
The Matcha Beverage Lineup
The all-new Matcha Platform features two distinct beverages designed to showcase the versatility and flavor of real matcha, while appealing to a broad range of consumers. Each beverage has been carefully crafted to ensure a balance of taste, texture, and visual appeal.
Matcha Iced Latte
The Matcha Iced Latte is a refreshing and smooth beverage made with real matcha tea swirled with sweetened cream and vanilla, then served over ice. This drink provides the perfect combination of sweetness and earthy matcha flavor, making it approachable for both matcha enthusiasts and those new to the green tea trend.
OREO® Matcha Shake
For those seeking a more indulgent option, the OREO® Matcha Shake combines creamy vanilla shake base with matcha tea and OREO® cookie crumbles, finished with a generous swirl of whipped topping. This playful twist merges the familiar indulgence of an OREO® shake with the sophisticated taste of matcha, creating a beverage that appeals to fans of both dessert and tea.
Engineering Consistency Across Locations
One of the key challenges in launching matcha at scale is ensuring that every cup meets the same high standard of taste, color, and quality, regardless of location. Unlike coffee, which has been refined over decades for quick-service consistency, matcha’s delicate nature requires precise formulation and preparation.
Jack in the Box invested significant culinary expertise into selecting matcha that would integrate seamlessly with its existing beverage equipment while maintaining the vibrant color and authentic flavor expected by guests. The goal was to provide a reliable, enjoyable experience in every cup, whether served in a restaurant, through the drive-thru, or via mobile order.
“The opportunity with matcha was not just to introduce a new ingredient, but to engineer it in a way that guarantees it hits just right, every single time,” said Duffy.
Bringing Café Culture to the Drive-Thru
Traditionally, matcha has been associated with specialty cafés and tea shops. Jack in the Box is flipping that notion by making matcha accessible in a fast, convenient, and affordable format. The launch of the Matcha Platform effectively brings café culture to the drive-thru, allowing guests to enjoy globally inspired flavors without leaving the comfort of their car.
This strategy aligns with Jack in the Box’s broader approach to innovation—taking popular food and beverage trends and reimagining them in ways that suit everyday convenience and fast-paced lifestyles. By introducing matcha to its menu, the chain demonstrates its commitment to both creativity and relevance in a rapidly evolving QSR landscape.
Availability and Ordering Options
The new matcha beverages are now available nationwide at Jack in the Box restaurants. Fans can enjoy them in-store, through the Jack app, or by ordering online at jackinthebox.com. Whether visiting for a quick coffee alternative or a sweet treat, guests now have more reasons than ever to stop by the drive-thru.
By combining culinary expertise, consumer insight, and innovative menu development, Jack in the Box has created a matcha platform that is both approachable and distinctive. These beverages not only reflect current flavor trends but also highlight the brand’s commitment to expanding its beverage offerings in meaningful ways.
A Step Toward Future Innovation
The launch of the Matcha Platform signals Jack in the Box’s intent to continue exploring unique, globally inspired flavors that resonate with modern consumers. The chain’s approach—balancing indulgence with flavor innovation—illustrates how fast-food brands can evolve beyond traditional menus while staying true to their core identity.
With matcha now on the menu, Jack in the Box demonstrates that even in a fast-food environment, consumers can expect quality, creativity, and global influence in their everyday beverages. This move sets a precedent for other QSRs to consider the growing demand for innovative, culturally inspired drinks, proving that the drive-thru can be a gateway to culinary exploration.
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