Hardee's has joined the patty melt trend with its latest limited-time-offer premium burger, the new Portobello Mushroom Melt Thickburger.
The Portobello Mushroom Melt Thickburger features a third-pound of charbroiled 100 percent Black Angus beef, topped with Portobello mushrooms sautéed in a garlic-butter sauce, caramelized grilled onions and two slices of Swiss cheese, melted all together between toasted sourdough bread.
"Mushrooms on hamburgers have been a classic pairing for many years, and the patty melt has been a diner staple for even longer," said Brad Haley, executive vice president of marketing for Hardee's Food Systems Inc. "So, we knew we were on to something when we combined the two to create a new burger that was even yummier than either one alone."
The Portobello Mushroom Melt Thickburger will be sold at participating Hardee's restaurants for $3.79 and also is available in a small combo for $5.79. Prices may vary by location.
Advertising support for the new burger includes a commercial entitled "Grandpa," which will begin airing next week to support the Portobello Mushroom Melt Thickburger. In it, a young man shares a meal with his grandfather, who doesn't think anything could possibly improve on a traditional patty melt — until he tries the latest Hardee's limited time offer. The ad, created by longtime agency Mendelsohn/Zien Advertising of Los Angeles, is available for preview for subscribers to the Hardee's YouTube channel.
Additionally, Hardee's will broadcast mushroom facts and tidbits so fans can learn more about the fungi and the new burger through their Facebook page and Twitter handle.
Other brands using toasted sourdough instead of a bun include Checkers/Rally's with its Toasted Double Melts and Arby's with the Roast Beef Patty Melt.
