Marketing

Hardee’s will replace rewards members' sad breakfast with Frisco Breakfast Burger

Image: Hardee's

March 23, 2026

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Hardee's is expanding its morning menu with the launch of the Frisco Breakfast Burger and a promotional "Second Breakfast Insurance" program starting March 23, according to a press release.

The menu item features a 100% USA Angus beef patty, cherrywood smoked bacon, a freshly cracked egg, American cheese and hash rounds on toasted sourdough. Containing 42 grams of protein, the burger is available through April 14.

Second breakfast insurance

To promote the launch of the breakfast item, the company is offering a "Second Breakfast Insurance" program for My Rewards members from March 23 through March 31. Customers who are unsatisfied with a breakfast from another provider can submit a receipt or a photo of their meal at the company's website to receive a digital coupon for a free Frisco Breakfast Burger combo.

According to the company, eligible entries will be rewarded by April 3.

Hardee's executives noted that the high protein content is intended to differentiate the product from standard quick-service fare.

"At Hardee's, we believe that the most important meal of the day shouldn't need a backup plan," said Sarah Breymaier, vice president of brand marketing at Hardee's. "The Frisco Breakfast Burger was designed to keep our guests satisfied with significantly more protein than other breakfast sandwich options. Second Breakfast Insurance is our way of proving it."

Hardee's operates more than 1,400 restaurants in 31 states.