News

Hardee's brings back '80s-era 'mug club' to promote Arabica coffee

February 25, 2019

Hardee's is bringing back the brand's 1980s-era Rise and Shine Mug Club to help promote its new 100-percent Arabica blend coffee and further the chain's breakfast presence. In fact, the brand has partnered with mug and cooler brand, Yeti, to further promote the latest initiatives, a news release said.

The Yeti partnership is part of the return of the mug club, too, and allows customers to join the club by purchasing one of a limited-time Rise and Shine mugs. The first 100 mug purchasers off the brand's website will also receive a club membership card for a free year of Hardee's coffee.

"At Hardee's, we pride ourselves in having a robust and delicious breakfast offering, and through culinary tests, we know the new bold coffee blend will be the wake up our customers are looking for, while pairing well with all of our breakfast items," Owen Klein, the vice president of culinary innovation at Hardee's parent company, CKE Restaurants. "Hardee's Rise and Shine Mug ClubTM is a spin on an age-old breakfast tradition at our restaurants, and we're thrilled to introduce this to a new generation of consumers."

The release said the coffee contains flavors including milk chocolate, raisin, hazelnut and caramel with nutty undertones and a medium body. From now through March 10, customers can try the blend at no cost with the purchase of another menu item. The Yeti Rise and Shine mugs are $24.99.