other fast food chains bend to the wishes of weight watchers and
more health-conscious consumers ... Hardees has totally gone in
the other direction..
the niche left by their larger competitors by offering retro Monster
Thickburgers and other calorie-laden fast food appealing to those
who care more about taste, and less about their weight.
sexy commercials to the mix that depict hot models chowing
down on their offerings, and Hardee's may also have hit upon the
ingredients necessary to attract another important key demographic
extraordinarily hungry teenage boys.
Hardee's "Feed Your Happy" Campaign
during the Golden Age of fast food in competition with fledgling
McDonald's and Burger King, Wilber Hardee opened the first Hardee's
restaurant in Greenville, North Carolina, in 1960.
a simple menu of burgers, shakes, and fries, they opened their
first franchise within the year. Soon
Hardee's hit upon a winning formula combining the flavor of southern
barbecue in their famous "charco-broiled" Big Twin and
Husky burgers with unique tangy flavors added to their special
was off and running into the 70's with their first international
franchises opening in such far-flung locations as West Germany
if not competitive, the company began adding Arbys-style roast
beef sandwiches and southern fried chicken to its menu, to immediately
answer other fast food outlets luring attention away from Hardee's.
from the 80's onward Hardee's began losing its way. In a series
of buy-outs, an eventual merger with the Carl's Jr chain, and
other distractions (including a change to their signature burger
recipe and dropping "charco-broiled") the company only
regained its footing with the introduction of the Monster Thickburger
introduced in 2001.
nutritionists gasped, and comedians poked fun at the 1,410 calorie
double-bacon cheeseburger with mayonnaise (containing 107 grams
of fat, and 2740 mg of sodium) the Monster Thickburger not only
signaled Hardee's return to its roots, but the triumphant return
of char-broiled fast food as a forbidden pleasure.
was "not a burger for tree huggers" explained Hardee's
CEO Andrew Puzder and, with that, the company launched a national
campaign to attract a key demographic - teenage boys - with a
series of advertising campaigns featuring hot babes, cars and
Hardee's continues to 'go retro' with its 1/3 b, 1/2 lb and 2/3
lb burger offerings with much success
and, along with its sibling restaurant chain Carl's Jr., remains
the No. 4 U.S. fast-food restaurant burger chain after McDonald's,
King and Wendy's.
BBQ Chicken Sandwich, Big Chicken Fillet Sandwich, Big Hot Ham
'N' Cheese Sandwich, Big Roast Beef Sandwich, Charbroiled Chicken
Club Sandwich, Hot Dog, Hot Ham 'N' Cheese Sandwich, Low Carb
Charbroiled Chicken Club Sandwich, Regular Roast Beef Sandwich,
Spicy Chicken Sandwich