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Carl's Jr., Hardee's rolls out Memphis BBQ burger

August 21, 2012

Carl's Jr. and Hardee's have introduced a new Memphis BBQ burger, pairing saucy pulled pork with a classic charbroiled beef patty.

The two meats are topped with crispy onion strings, American cheese and Memphis-style BBQ sauce and served on a sesame seed bun. The Memphis BBQ Burger is available now at all Hardee's restaurants and at all Carl's Jr. restaurants starting Aug. 22.

"Given our success over the years combining famous American sandwiches with charbroiled burgers, we wanted to try to marry the great taste of pulled pork with a cheeseburger and the result was delicious," said Brad Haley, chief marketing officer for Carl's Jr. and Hardee's. "After a few attempts to dial-in the ingredients, the Memphis BBQ Burger was born. It not only has the great tastes of succulent, pulled pork on a charbroiled cheeseburger, but we top it off with Sweet Baby Ray's BBQ sauce and crispy onion strings. It might just be our best 'meat-on-meat' burger yet."

Carl's Jr. and Hardee's have introduced several "meat-on-meat" burgers throughout the years, including the Pastrami Burger, Philly Cheesesteak Burger, Prime Rib Burger and French Dip Thickburger.

"Jay Leno first joked that we were using 'meat as a condiment for other meat' in a 2006 monologue on The Tonight Show with Jay Leno to describe Carl's Jr. Pastrami Burger," Haley said. "Following in those delicious footsteps, young, hungry guys and gals will surely love the new Memphis BBQ Burger just as much."

The Memphis BBQ Burger starts at $3.79 and can also be ordered as a combo meal with fries and a drink. Prices may vary by location.

Marketing support

The launch of the Memphis BBQ Burger will be supported with an ad campaign created by Los Angeles- and Amsterdam-based creative agency 72andSunny. A new commercial, titled "BBQ's Best Pair," takes place at a Southern BBQ Festival, where "Attack of the Show" host and model Sara Underwood and actress and model Emily Ratajkowski face off over a BBQ pit for room to grill their goods – burgers and pulled pork, respectively. While fighting for a position on the grill, they have an epiphany that BBQ pulled pork and charbroiled cheeseburgers are the perfect pairing.

The spot was directed by Chris Applebaum, known for making music videos and ads, including the brands' spots starring Kim Kardashian, Paris Hilton, Padma Lakshmi and, most recently, Kate Upton.

The 30-second version of "BBQs Best Pair" will start airing nationally on Aug. 27. Additionally, a 60-second director's cut, available online only, will be posted later this month along with behind-the-scenes video of the shoot.

The 30-second spot will feature the hashtag #meatembrace.

Tender offer expires

Additionally, Carl's Jr. and Hardee's parent company, CKE Restaurants Inc., today announced that its previously announced tender offer for up to $29,875,000 aggregate principal amount of its 11.375 percent Senior Secured Second Lien Notes due 2018 at an offer price of 103 percent of the principal amount thereof expired Aug. 16, 2012.

No notes were tendered. CKE was required to make the tender offer under the terms of the indenture governing the notes as a result of CKE's completion of a series of sale leaseback transactions involving certain restaurant properties.

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