Carl's Jr., Hardee's launch new value box meal
Sept. 26, 2017
by MEAT+POULTRY Staff
CKE Restaurants will support the product with an aggressive marketing campaign.
FRANKLIN, Tenn. – CKE Restaurants Inc. is betting its value meal box is better than their competition’s value options.
The company announced the launch of the $5 All Star Meal features the chains’ most popular menu items in four options:
- All Star Value Meal #1: Charbroiled double cheeseburger, chicken filet sandwich, fries, cookie and a 20-oz. drink
- All Star Value Meal #2: Charbroiled double cheeseburger, grilled hot dog, fries, cookie and a 20-oz. drink
- All Star Value Meal #3: Three chicken tenders (using whole tenderloins), fries, cookie and a 20-oz. drink
- All Star Value Meal #4: Charbroiled double cheeseburger, onion rings, fries, cookie and a 20-oz. drink
“Value is about more than saving a couple bucks. It’s about a healthy amount of respect for taste, time, and people — those who come into our store and those who serve up our quality food every day,” said Jeff Jenkins, CMO, Carl’s Jr. and Hardee’s. “Our value box meals are a game changer, changing the way people think about our menu, and changing the way we talk about value and quality with an impossible-to-ignore campaign.”
The campaign, which includes a series of national television commercials aimed Carl’s Jr. and Hardee’s competitors by comparing the $5 All Star Meal alongside other brands’ value offerings to highlight the shortcomings of the competition. The campaign rolls out nationwide on Sept. 25.