Hardee's Gives Sit-Down Restaurants a Run for Their Money
Dec 17, 2008
New Breakfast Burrito and Potatoes Rival Those Found at Great American Diners
ST. LOUIS, Mo. – December 17, 2008 – Hardee’s® introduced the popular Thickburger® line in 2003 and elevated its lunch/dinner menu to rival those found at higher-end, sit-down restaurants. As a QSR Magazine writer reported at the time, “The Thickburgers really are good, and Hardee’s has in fact supplanted the casual dining restaurant I used to favor when I needed a burger fix.” Hardee’s breakfast menu, already a standout in the fast-food world thanks in large part to the chain’s signature Made from Scratch™ Biscuits, now moves even closer to sit-down restaurant fare with the introduction of its Ham & Three Cheese Breakfast Burrito™ and Country Potatoes side item.
Hardee’s has taken a popular diner-breakfast omelet offering, ham and three cheeses, and rolled it up in a tortilla to make it portable. The new Ham & Three Cheese Breakfast Burrito starts with two folded eggs and is packed with diced ham and melted cheddar, American and Swiss cheeses, all wrapped up in a warm, flour tortilla.
The chain’s new Country Potatoes are cubed chunks of whole potatoes, with the skin left on, that are lightly seasoned with salt and pepper, like those served in most sit-down diner restaurants. The new side item replaces Hardee’s Hashround potatoes, which were more like the ubiquitous formed, shredded potato offerings common to virtually all other fast-food chains’ menus.
“Hardee’s has had a great deal of success in the past by bringing sit-down restaurant-quality food to fast-food consumers, most notably with our award-winning line of 100% Black Angus beef Thickburgers,” says Brad Haley, EVP of Marketing for Hardee’s. “Our famous Made from Scratch, buttermilk biscuits have always been very popular as well but we still had a few opportunities to further narrow the gap with sit-down restaurants on our breakfast menu. So, we have taken a very popular breakfast omelet and made it easy to eat on-the-go with our new Ham & Three Cheese Breakfast Burrito. And, what better complement to a great diner-style breakfast entrée than our new Country Potatoes, which were created to match the kind of potatoes served at most sit-down restaurants.”
The Ham & Three Cheese Breakfast Burrito will be sold at participating Hardee’s restaurants for $2.69 and is available in a small combo for $4.29 including the new Country Potatoes. Country Potatoes are also available as a small a la carte item for $1.09. Price and participation may vary.
Celebrating more than 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 third fiscal quarter ended November 3, 2008, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,110 franchised or company-operated restaurants in 42 states and in 14 countries, including 1,185 Carl’s Jr. restaurants and 1,912 Hardee’s restaurants. For more information, or to find a Hardee’s near you, go to www.ckr.com or www.hardees.com.