Carl’s Jr. is positioning its new Hand-Breaded Chicken Tenders as casual restaurant quality, rather than offer them at a discounted price. The hand-breaded chicken tenders are prepared daily and made with all-white meat from chicken breasts, dipped in a buttermilk and egg batter, rolled in seasoned flour and then fried golden brown.
The premium positioning is a strategy the company has employed with such items as the Six Dollar Burger, whose price was portrayed as a bargain against casual dining competitors.
The new chicken product began to roll out to Carl’s Jr. restaurants in September and is now available at most locations, with system-wide rollout scheduled to be completed early next month. Available in three or five piece orders, for $2.99 and $4.49, respectively, the Chicken Tenders are served with buttermilk ranch, honey mustard or BBQ dipping sauce. They are also available as a combo meal or in Cool Kids meals.
Los Angeles-based Mendelsohn|Zien Advertising, the firm behind many iconic ads for Carl’s Jr. and Hardee’s, created television and radio ads to support the new Hand-Breaded Chicken Tenders. The first ad titled “Receptionist” highlights the product’s appetite appeal and superior, premium quality.
