News

Carl's Jr., Hardee's launch 'value' assault on competing QSRs

September 26, 2017

CKE Restaurant Holdings and its QSR brands, Carl's Jr. and Hardee's, are not only launching a new box meal line aimed at value-driven customers, but are also beginning a full-frontal assault on other chains' value-based offerings. 

New $5 All Star Meals include four options featured in a national advertising campaign that started Monday, Sept. 25. The ads compare Carl's Jr. and Hardee's boxes to other brands' value offerings, a news release said. 

"Value is about more than saving a couple bucks," CMO Jeff Jenkins said in the release. "It's about a healthy amount of respect for taste, time, and people — those who come into our store and those who serve up our quality food every day. Our value box meals are a game-changer, changing the way people think about our menu, and changing the way we talk about value and quality with an impossible-to-ignore campaign."

The $5 All Star Meal is supported by a comprehensive marketing plan that includes a series of national TV commercials going directly after the value competition, the company said. Social and experiential promotions continue a theme focused on the idea of the two brands "crusading" for good food and value. 

The four meals include offerings such as double cheeseburgers, chicken and hot dogs packaged with onion rings or fries, a cookie and a drink for $5. Menu items and product names were consumer-tested, the release said. The "All Star" description was chosen to reflect the brands' heritage and overall meal quality.