News
Hardee's intros its Big Mac knockoff
September 13, 2009
Hardee's has thrown its hat into the ring for what the chain is calling Round 2 of the burger wars with the introduction of the Big Hardee. Like sister chain Carl's Jr.'s Big Carl, introduced last month, the Big Hardee features three beef patties, two slices of American cheese, a tangy sauce and shredded lettuce on a seeded bun. Available in participating restaurants, the Big Hardee costs about $2.29, 70 cents less than the average price of a McDonald's Big Mac.
Carl's Jr. kicked off the burger wars last month with the Big Carl launch to poke fun at McDonald's for entering into the premium burger category, which Carl's Jr. has occupied since 2001.
Hardee's is promoting the Big Hardee with snarky comparison ads similar to those for Carl's Jr.'s Big Carl. The chain also has released a TV spot called "Nothing," in which CKE Restaurants CEO Andrew Puzder says the chain should do nothing to counteract McDonald's attempt to copy Hardee's Thickburgers. (See video below.) The campaigns can be viewed on the Carl's Jr. and Hardee's YouTube channels.
On Hardee's Facebook page, fans can download a coupon for a free order of fries with the purchase of a Big Hardee. Both brands' Facebook pagesand YouTube channels will launch a digital campaign featuring comedian J.B. Smoove (HBO's "Curb Your Enthusiasm" and FOX's "‘Til Death"). Smoove offers an inspirational rant for all Americans "to stand up against the oppression of over-priced, underwhelming products" — encouraging people to go to Carl's Jr. and Hardee's instead. The campaign was created by digital agency 72 and Sunny.
Taste test, refund
Both Hardee's and Carl's Jr. are asking consumers to put the burgers to a taste test. If consumers prefer McDonald's Angus burgers to Hardee's or Carl's Jr. premiuim burgers and want a refund, they can request a mail-in form at any Carl's Jr. or Hardee's restaurant.
QSRweb.com conducted its own informal taste test comparing premium burgers at McDonald's, Hardee's and Burger King, and the results were inconclusive, although participants did say the McDonald's burger most looked like a premium burger, and Hardee's had the best tasting meat patty.
Wrong time for premium?
It may seem counterintuitive for either chain to be focusing on premium products during the recession, even as economists have indicated the economy is improving. Hardee's comps began slipping earlier this summer as the chain began its French Dip Thickburger campaign and a controversial ad series for its breakfast Biscuit Holes. CKE Restaurants reported last month that the chain's company-owned same-store sales were down 1.6 percent for period seven. The company is expected to release its second quarter results on Wednesday.
McDonald's also reported a decline in comps for August as the company promoted its new premium Angus Third Pounders and McCafe espresso-based coffees. U.S. comps were up just 1.7 percent, compared to an increase of 4.5 percent in the same month last year. Overall, McDonald's global comps were up only 2.2 percent for the month.
Foodservice consultant group Technomic reported today, however, that consumers are willing to pay more for a specialty burger, especially a premium burger, than they are for a standard burger, regardless of restaurant segment.
"American consumers take their burgers seriously. It may be one area of foodservice where they are less willing to cut back, despite the current economic environment," says Darren Tristano, executive vice president at Technomic. "They expect to pay more for a higher quality, better burger, and are willing to do so because the value proposition is heightened."
Hamburger trends, consumer purchase behavior and menu insights are detailed in Technomic's newBurger Consumer Trend Report. Select findings include:
- Consumers overwhelmingly (75 percent) ranked quality of meat as the first or second most important attribute in choosing a burger.
- One out of three consumers (35 percent) say they will pay more for a burger they consider to be premium, down from 45 percent in 2007.
- When asked what makes a burger premium, 72 percent of consumers said a high-quality type of meat (Angus, Wagyu) and 71 percent responded high-quality cut of meat (sirloin).
- Compared to 2007, preference for premium types and cuts of burger is growing. Today, 27 percent of restaurant customers prefer to purchase burgers made with Angus beef, compared to 20 percent in 2007. Additionally, 19 percent of consumers reported they would prefer to purchase sirloin burgers, up from 13 percent in 2007.
- Nearly half of consumers (47 percent) said they think restaurants should offer a variety of burger sizes, ranging from mini-burgers to half-pound burgers.
