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Fungi Fans Melt for New Hardee's Thickburger

Nov 23, 2009

Portobello Mushroom Melt Thickburger Pairs Portobellos with the Classic Patty Melt  

 

ST. LOUIS, Mo. – November 23, 2009 – Fine dining and fast-food fare come together in the new Portobello Mushroom Melt Thickburger® at Hardee’s®. The chain put a new spin on the patty melt by adding sliced Portobello mushrooms sautéed in a rich garlic butter sauce to the mix. 

 

“Mushrooms on hamburgers have been a classic pairing for many years, and the patty melt has been a diner staple for even longer, “said Brad Haley, executive vice president of marketing for Hardee’s Food Systems, Inc. “So, we knew we were on to something when we combined the two to create a new burger that was even yummier than either one alone. Portobello mushrooms are considered the steak of the mushroom world, so they were the ideal choice to top this delicious new 100% Black Angus beef Thickburger.”

 

The Portobello Mushroom Melt Thickburger features a third-pound of charbroiled 100% Black Angus beef, topped with Portobello mushrooms sautéed in a garlic-butter sauce, caramelized grilled onions and two slices of Swiss cheese, melted all together between toasted sourdough bread.

 

“Mushroom lovers can get their fix with the Portobello Mushroom Melt,” said Bart Minor, president of the Mushroom Council. “Portobello mushrooms are versatile, delicious and part of a nutritional diet, especially for young, hungry, fun guys. Or fungis…get it?”

 

The Portobello Mushroom Melt Thickburger will be sold at participating Hardee’s restaurants for $3.79 and is also available in a small combo for $5.79 including Natural Cut Fries and a beverage. Prices may vary by location.

 

A new commercial titled “Grandpa” will begin airing next week to support the Portobello Mushroom Melt Thickburger. In it a young, hungry guy shares a meal with his grandfather, who doesn’t think anything could possibly improve on a traditional patty melt. That is, until he tries the latest Hardee’s limited time offer. Subscribers to the Hardee’s YouTube channel will get a sneak peak of the latest ad. The commercial was created by longtime agency Mendelsohn/Zien Advertising of Los Angeles.

 

Hardee’s will also broadcast mushroom facts and tidbits so fans can learn more about the fun fungi and the new burger through their Facebook page and Twitter handle.    

 

 

About Hardee’s

Celebrating over 45 years in the quick-service industry, Hardee’s Food Systems is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. 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. For more information, or to find a Hardee’s near you, go to www.ckr.com or www.hardees.com. 

 

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