News

Hardee's turns up the heat on new sandwich

November 20, 2011

Hardee's is turning up the heat and expanding its line-up of Hand-Breaded Chicken Tenders and Chicken Fillet Sandwiches with new Buffalo-flavored options.

Now available at all Hardee's locations, the Chicken Tenders and Chicken Fillet Sandwich are battered and breaded by-hand, and then dipped in Frank's RedHot Sauce.

"We wanted to kick (the Hand-Breaded Chicken Tenders and Sandwiches) up a notch in time for the holidays with the authentic taste of Buffalo chicken wings by dipping them in that one-of-a-kind Frank's RedHot Buffalo Wing Sauce. Some places will squirt a Buffalo-style sauce on chicken sandwiches and strips and call them 'Buffalo,' but if you don't use Frank's and you don't dip them to coat every nook and cranny with sauce, you'll never get that true tangy burn that make Buffalo wings popular around the globe," said Brad Haley, chief marketing officer for Hardee's.

The Hand-Breaded Buffalo Chicken Sandwich features a chicken breast fillet, dipped in a buttermilk and egg batter, dusted with seasoned flour, fried until golden, smothered in Frank's RedHot Buffalo Wing Sauce and topped with tomato, red onion and buttermilk ranch dressing on a seeded bun. It is available for $4.19 as an entree or $6.19 as a combo with Natural Cut French Fries and a beverage. Prices may vary.

Hand-Breaded Buffalo Chicken Tenders are made with all-white-meat chicken breast tenderloins, and are also dipped in a buttermilk and egg batter, rolled in seasoned flour, fried to golden and smothered in Frank's RedHot Buffalo Wing Sauce. Hand-Breaded Buffalo Chicken Tenders are sold in 3-piece and 5-piece orders for $3.49 and $5.19, respectively, with buttermilk ranch dipping sauce. They can also be ordered in a combo meal with fries and a drink. Prices may vary.

The Hand-Breaded Buffalo Chicken Tenders and Sandwich will also be available at sister chain, Carl's Jr., in select locations mid-December.

Marketing efforts

The new Hand-Breaded Buffalo Chicken Tenders and Sandwich will be supported by a new advertising campaign that conveys the "special goodness" of hand-breading Chicken Tenders from agency of record, Los Angeles-based David & Goliath. RedHot contests and more will be revealed later this month on the chain's social media properties (Facebook, Twitter, and YouTube).

In addition to partnering with Frank's RedHot on the new Hand-Breaded Buffalo Chicken Tenders and Sandwich, Hardee's is also working with the brand on plans for the Super Bowl in Indianapolis in February. Additional details about the promotion will be released leading up to the event.

Read more about food and beverage launches.