Meat+Poultry - September 2017 - 44

QSR MARKETING

"Carl's Jr. and
Hardee's have
completely revamped
their advertising
and marketing
direction, shirking
its image as
provocateurs..."
- CKE RESTAURANTS HOLDINGS INC.

CKE recently added to its
antibiotic-free charbroiled
chicken line-up with
its Hawaiian Chicken
Sandwich. A marination
and charbroiled process
prevents the chicken
from drying out.

MEAT+ POULTRY | 09.17 | www.meatpoultry.com

multi-dimensionally in CKE's burger chains.
Klein says the Three-Way Thickburger, which
was launched last year at both restaurants, is
an example of utilizing bacon uniquely.
"In addition to featured thick cut
applewood-smoked strips and crumbles,
we worked hard to get bacon jam right and
incorporate it as a featured ingredient across
our entire system for this LTO - another first
for our category," Klein says.
Like most global chains menu consistency
is key, but CKE maintains a degree of
flexibility, according to Klein. Region-to-region
and market-to-market, he says "There isn't a
ton of variance across our menu around the
globe. By design, we want a core menu from
Tokyo to Texas that is consistent - although
we do rely on our international franchisees to
guide us on what we need to deliver on that
very promise in their respective regions.
"Feedback from operators in those regions
is valuable and the comments range from,
'Here are the suppliers we need to work with
in my region', to 'We can't deliver consistent
quality on this key ingredient'. Or sometimes,
'This breakfast item should be offered as a
dessert', which was direction we received from
our Japanese franchisees about repurposing
our short stack of breakfast pancakes for their
region - which we did," he says.
"And sometimes that direction does inspire
region-specific menu items, like our Tropical
Mango Milkshake, that is only available in New
Zealand."

CKE Restaurants Holdings

44

one of the reasons why historically, only 12-15
limited-time offerings and new menu items are
added each year."
Some of the more innovative introductions
CKE's brands have rolled out this year included
its all-day Breakfast Burger, the Baby Back Rib
Burger and the Aporkalypse Burrito and Biscuit.
Supply chain factors always play a big
part in the development and viability of new
products each year. Klein says macrolevel
indicators, including the price of oil play a role
as does timing.
"Since our restaurant's menu offerings
change over time, one of the most important
criteria we also look at for proteins is
seasonality and occasion-driven buying, like
turkey-inspired items around Thanksgiving,"
Klein says.
One item that has transformed the menu
offerings at Carl's Jr., Hardee's and almost
all other quick-service and other foodservice
segments is bacon. Klein says in the last three
to four years, bacon has become a linchpin of
both burger chains.
"To say we use bacon a lot is probably an
understatement. It's featured as a topical to
items as well as a stand-alone, especially for
breakfast," Klein says. "In fact, bacon-inspired
items account for most of the sales on
Hardee's menu."
Because bacon has become a foodservice
staple on most menus, the challenge is
more often in finding new ways to utilize
the versatile and iconic meat. It is featured
http://www.meatpoultry.com
Meat+Poultry - September 2017

Table of Contents for the Digital Edition of Meat+Poultry - September 2017
