Sep. 14, 2009 (Business Wire) -- Ding, ding. Let’s get ready for round two of the premium burger wars. In their ongoing effort to help customers avoid falling for the McHype of a big competitor, Carl’s Jr.® and Hardee’s® announced two new initiatives starting today: The Big Hardee™ at Hardee’s and a new ad campaign, entitled “Nothing,” both chains are airing in response to McDonald’s® Angus Third Pounders introduction.
As ad exec/blogger, Bill Mount, commented in his “Sermon From The Mount” blog after Carl’s Jr. began advertising The Big Carl™ last month, “I’m lovin’ it. Carl’s Jr. always brings automatic weapons to a knife fight.”
The fracas began in August with McDonald’s Corporation’s (NYSE:MCD) launch of the Angus Third Pounders, an attempt to copy the sit-down restaurant style burgers pioneered by Carl’s Jr. and Hardee’s years ago. Carl’s Jr. was the first to retaliate by launching The Big Carl as a counterpunch aimed at the iconic Big Mac®. The Big Carl boasts twice as much meat and cheese as a Big Mac but sells for just $2.49 or less, while the Big Mac costs more than $3 on average.
“We knew people would be drawn to the Big Carl,” said Andrew F. Puzder, CEO of CKE Restaurants, Inc. (NYSE:CKR), parent company of Carl’s Jr. and Hardee's. “It’s a bigger, better burger at a significantly lower price. But what we didn’t expect was the very positive reaction we’ve received for the directly comparative advertising campaign we developed to promote it. Many people have voiced their support for us having the guts to get into the ring with an 800-pound gorilla.”
In order to expand the West-coast consumers’ excitement nationwide, Hardee’s today began offering the Big Hardee. With more meat, more cheese and a lower price than the Big Mac, the Big Hardee consists of 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 just $2.29 or less, 70 cents less than the average price of a Big Mac.
“While McDonald’s is trying to convince people that they can make as good a premium-quality burger as Hardee’s or Carl’s Jr. can, we knew we could make a bigger, better Big Mac for less money at both brands,” added Puzder. “The Big Hardee costs a lot less than the Big Mac, is charbroiled, and has more meat and cheese. And instead of having a third bun, the Big Hardee has a third beef patty. We think burger fans will love that.”
Commercials supporting The Big Hardee begin airing in Hardee’s markets Wed., while the popular commercials for the Big Carl began last month. Both campaigns can be viewed on the brands’ YouTube channels (www.youtube.com/carlsJr and www.youtube.com/hardees).
