Carl's Jr. adds Hardee's Made from Scratch Biscuits in SoCal

Nov. 1, 2011

More than 300 Carl's Jr. restaurants in Southern California are now offering Made From Scratch Biscuits made famous at sister chain Hardee's.

The buttermilk biscuits are available in Los Angeles, Orange, Riverside, San Bernardino and Ventura counties.

To celebrate the arrival of Hardee's Made From Scratch Biscuits, Carl's Jr. restaurants throughout the region will host Free Biscuit Day on the morning of Nov. 16. Dine-in breakfast customers can get a free Sausage Biscuit during breakfast hours. No purchase is necessary.

Long a staple at Hardee's, the signature Made from Scratch Biscuits have been served for more than 30 years. After pulling the hot biscuits from the oven, the biscuit bakers check their temperature, height and weight, ensuring that the best Made From Scratch Biscuits are served.

"About two years ago we began testing (the biscuits') appeal in Carl's Jr. markets in the West, but it was a very big undertaking, requiring new equipment and intensive training since there is as much art as there is science to making great-tasting biscuits from scratch," said Brad Haley, chief marketing officer at CKE Restaurants Inc., parent company of Carl's Jr. and Hardee's. "Fortunately, the previous test markets did very well so Carl's Jr. customers in the L.A. area can now enjoy real Southern biscuits every morning with eggs, cheese and their choice of sausage, ham or bacon."

Carl's Jr. restaurants in the Los Angeles area were fitted with commercial ovens and dedicated biscuit preparation tables, and the restaurant staff received training from regional biscuit trainers who traveled to Hardee's headquarters in St. Louis. A senior restaurant operations executive from Hardee's was moved to Los Angeles to oversee the roll-out of Made From Scratch Biscuits in the market.

Today, the majority of the L.A.-area Carl's Jr. restaurants are serving biscuits, with the remainder slated to offer them by year's end.

Carl's Jr. offers a variety of Made From Scratch buttermilk Biscuits starting at $1.69, including the Sausage, Egg & Cheese Biscuit, the Bacon, Egg & Cheese Biscuit and the Ham, Egg & Cheese Biscuit.

Guests can order any biscuit in a combo with Hash Brown Nuggets and coffee, orange juice or a soft drink starting at $2.99. There also is the Monster Biscuit, featuring egg, sausage, bacon, ham and two pieces of cheese between a buttermilk biscuit. A Southern favorite, Biscuit 'N' Gravy also is offered, as is a sweet Strawberry Biscuit. Prices may vary by location. Biscuits are only available during breakfast hours.

Boosting breakfast daypart

The advertising campaign, created by El Segundo-based ad agency David&Goliath, includes a commercial featuring a dapper Southern gentleman at a Southern California beach. The "fish-out-of-water" ad, titled From The South, follows the Southern gent as he mysteriously appears on the beach with a basket of Made from Scratch Biscuits and offers them to several beachgoers. The ad can be viewed on Carl's Jr. YouTube channel.

Hardee's biscuit-centric breakfast daypart accounts for about 45 percent of overall sales, among the highest in the industry, while Carl's Jr. breakfast sales account for only about 15 percent of overall sales. The offering of Made From Scratch Biscuits will complement and expand the Carl's Jr. breakfast menu that includes the unique Breakfast Burger and hearty breakfast burritos.

Made From Scratch Biscuits are currently available in other Carl's Jr. markets, including Oklahoma, Utah, Texas, Bakersfield, Calif., Tucson, Ariz., and Spokane, Wash.

Read more about food and beverage launches.

Topics: Business Strategy and Profitability , Equipment & Supplies , Food & Beverage , Marketing / Branding / Promotion , Operations Management

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