Hardee’s is working towards a brand new picture separate from its sister restaurant, Carl’s Jr., which frequently featured bikini fashions similar to Charlotte McKinney in its commercials.
The dad or mum firm of Carl’s Jr. and Hardee’s introduced in February that the intently associated eating places can be embarking on “solo careers” so as to distinguish the manufacturers — now it appears Hardee’s has taken one other step to distance itself from Carl’s Jr. and its traditionally raunchy advert campaigns.
Hardee’s, which is headquartered in Franklin, Tenn., lately opened its first redesigned restaurant in close by Bellevue that includes patriotic touches similar to a flag comprised of license plates, license-plate desk markers, and a drive-in counter impressed by a Nascar inventory automobile, USA In the present day is reporting.
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The outlet added that the rebranding is simply the primary of many, with Hardee’s aiming to invoke a “extra healthful picture” than earlier Carl’s Jr. commercials — which featured bikini-clad fashions caressing Thickburgers — would recommend.
To that finish, Hardee’s has additionally started a brand new, separate advertising technique focusing extra on celebrating “America’s heartland,” per a press launch.
“Principally the whole lot we checked out mentioned these two manufacturers should be separated,” mentioned Jason Marker, CEO of CKE Eating places, which owns each Hardee’s and Carl’s Jr.
Marker additional instructed USA In the present day that Hardee’s “is way extra genuine and proud” than its sister restaurant Carl’s Jr., which he sees as “West Coast cool, daring, aggressive, unimaginable to disregard” and “well-known for very disruptive promoting methods.”
Owen Klein, the vp of world product improvement at CKE, added that Hardee’s menu may even intention to draw a distinct viewers, focusing extra on breakfast (which accounts for 47 % of gross sales) in addition to freshly made biscuits, hand-breaded hen and milkshakes.
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“With Hardee’s specifically, embracing Midwestern and Southern roots is one thing we’re going after very adamantly proper now,” mentioned Klein.
Marker added that the present plan for Hardee’s is extra targeted on “celebrating our American heritage and our nice meals high quality.”
Carl’s Jr., in the meantime, has additionally moved away from placing supermodels front-and-center in its nationwide advert campaigns. In March 2017, the model put out a industrial that includes a fictitious Carl’s Jr. founder named “Carl Hardee,” who had returned to the corporate after permitting his aloof son to place near-naked ladies in its commercials.
Later, in February 2018, the chain rolled out a collection of brief commercials that includes voiceover work by Matthew McConaughey, who uttered such phrases as “candy tang-a-lang” or “deeelishy-lishy-lishy.”
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CKE at the moment operates greater than three,300 eating places — together with Carl’s Jr., Hardee’s, Inexperienced Burrito and Purple Burrito — in 28 international locations, in response to the corporate’s official web site.