Burger Wars Round III: Carl's Jr. Launches The Six Dollar Cheeseburger for $2.79

Carl's Jr. premium-quality burgers offer guests a better value than the competition

CARPINTERIA, Calif.--(BUSINESS WIRE)-- Today Carl's Jr.® launched The Six Dollar Cheeseburger™, adding more fuel to the fire in the premium burger wars. Selling for just $2.79, the Six Dollar Cheeseburger is nearly twice as big as the McDonald's Quarter Pounder® with Cheese, for a lot less money. The Six Dollar Cheeseburger features almost a half pound of charbroiled 100% Black Angus Beef, two slices of American cheese, onion, dill pickles, ketchup and mustard on a seeded bun.

Also starting today, Carl's Jr. is launching a Big Carl Combo Rewards Card promotion. With the purchase of any size Big Carl Combo (Big Carl, fries and a drink), priced starting at $4.49, customers will receive one Rewards Card valued between $1 and $100 to be used for any food purchase on their next visit. The promotion runs Nov. 18 – Jan. 5, or while supplies last.

The premium burger battle began this summer after the McDonald's Corporation (NYSE: MCD) launched its Angus Third Pounders in July, an attempt to copy the sit-down restaurant style Six Dollar Burgers pioneered by Carl's Jr. eight years ago. CKE Restaurants, Inc., (NYSE: CKR) parent company of Carl's Jr. and Hardee's® hamburger chains, announced that it wasn't going to let America fall for the "McHype," and threw its first punch. Carl's Jr. launched The Big Carl in August. Featuring twice the meat and twice the cheese as a Big Mac®, the Big Carl is priced at $2.49 or less, while the Big Mac averages more than $3. Hardee's then tag-teamed into round two in September with The Big Hardee™, which again featured more meat, more cheese and a lower price than the Big Mac. The Six Dollar Cheeseburger is the latest to join this distinguished list of premium-quality burgers offered, but the first in the 100% Black Angus beef Six Dollar Burger line to be offered at a competitive price point.

"The Six Dollar Cheeseburger provides another option for burger lovers to get a delicious premium-quality burger at a better value than our competitors," said Andrew F. Puzder, CEO of CKE Restaurants, Inc. "Our customers have responded very positively to both the Big Carl and the Big Hardee. The direct comparison of our bigger charbroiled burgers to the smaller, yet pricier, McDonald's burgers which are fried on a flat grill is an eye opener for a lot of people. Comedian J.B. Smoove said it right in his online campaign for us, 'You deserve better, America!' The Six Dollar Cheeseburger is the latest example of how Carl's Jr. does value."

The Six Dollar Cheeseburger, The Big Carl and The Big Hardee are all supported by advertising campaigns that compare each burger to its McDonald's competitor. The witty ads, created by Mendelsohn Zien Advertising, can be viewed on the brands' YouTube channels (www.youtube.com/carlsjr and www.youtube.com/hardees).

The "Get What You Deserve" digital campaign featuring J.B. Smoove was created by Los Angeles-based digital advertising agency 72andSunny and can be viewed on the Carl's Jr. YouTube channel as well as the Carl's Jr. Facebook hub, www.facebook.com/carlsjr.

Stay tuned to Carl's Jr. and Hardee's Web sites, social media pages and Twitter feeds (www.twitter.com/carlsjr and www.twitter.com/hardees) for more details on the premium burger wars.

About CKE Restaurants Inc.

Headquartered in Carpinteria, Calif., CKE Restaurants, Inc. is publicly traded on the New York Stock Exchange under the symbol "CKR." As of the end of its fiscal 2010 second quarter, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,140 franchised, licensed or company-operated restaurants in 42 states and in 14 countries, including 1,212 Carl's Jr. restaurants and 1,915 Hardee's restaurants.

Source: CKE Restaurants Inc.



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