Hardee's To Offer Its Most Decadent Burger Yet
May 13, 2008
Chain's New Prime Rib Thickburger® Bucks the Discounting Trend of Competitors
ST. LOUIS, Mo. – May 14, 2008 – Flying in the face of conventional thinking yet again, today Hardee's®announced that it is thumbing its nose at the current value menu movement by rolling out the ultimate premium burger, the Prime Rib Thickburger®. The new Thickburger marks the chain's latest foray into its highly successful "meat-as-a-condiment" menu development strategy and is the most high-end one yet.
"We've never been ones to follow the fast-food herd mentality," said Brad Haley, Hardee's EVP of Marketing. "So, while other places are hopping on the value bandwagon and, thus, promoting their smallest and lowest-quality menu items, we'll keep doing what we do best by giving our customers what they really crave: big, delicious, premium-quality burgers. And, the new Prime Rib Thickburger is our most decadent Thickburger ever since it's a charbroiled, one-third pound, 100% Black Angus beef patty topped with thinly-sliced prime rib, horseradish sauce, Swiss cheese, and grilled onions on a warm Ciabatta roll. You can even request a cup of au jus for dipping," Haley added. "At a suggested selling price of $4.49, that's our idea of a good ‘value burger.'"
The Prime Rib Thickburger small combo, featuring Hardee's Natural-Cut Fries and a drink, will be sold at participating restaurants for $6.49. Prices may vary.
Hardee's Food Systems, Inc. is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. As of its fiscal 2008 fourth quarter ended Jan. 28, 2008, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,067 franchised, licensed or company-operated restaurants in 42 states and in 13 countries, including 1,141 Carl's Jr. restaurants and 1,926 Hardee's restaurants. For more information, or to find a Hardee's near you, go to www.ckr.com or www.hardees.com.