Turkey Burgers

Carl’s Jr. & Hardee’s

Turkey Burgers

Carl’s Jr. & Hardee’s

John Koncki – Director, Product Development & OptimizationJohn Koncki – Director, Product Development & Optimization

Carl’s Jr. & Hardee’sCarl’s Jr. & Hardee’s

• Premium-quality, restaurant-style burgers

• Innovative menu items– 100% Black Angus burgers– Made From Scratch Biscuits– Hand-Breaded Chicken Tenders– Hand-Scooped Shakes & Malts

• Demographic: Young, hungry guys– 18-34 year old males

• Unapologetic about our big delicious burgers & other premium offerings

• Premium-quality, restaurant-style burgers

• Innovative menu items– 100% Black Angus burgers– Made From Scratch Biscuits– Hand-Breaded Chicken Tenders– Hand-Scooped Shakes & Malts

• Demographic: Young, hungry guys– 18-34 year old males

• Unapologetic about our big delicious burgers & other premium offerings

Turkey BurgersTurkey Burgers• Advances in food technology

– AdvancePierre Foods• Six Dollar Burger

• Partnership with Men's Health magazine & Eat This, Not That! line of books – Similar demographic

• Created a line of Turkey Burgers– Each under 500 calories– Signature charbroiled flavor– Craveable with bold, premium toppings

• Advances in food technology– AdvancePierre Foods

• Six Dollar Burger

• Partnership with Men's Health magazine & Eat This, Not That! line of books – Similar demographic

• Created a line of Turkey Burgers– Each under 500 calories– Signature charbroiled flavor– Craveable with bold, premium toppings

Marketing PlanMarketing Plan

• Miss Turkey commercial– Nothing sells a burger better than the

real Miss Turkey in a bikini covered with pictures of turkey burgers

– National media buy • millions of views

• Standees in restaurants• Raised awareness with digital

campaign & social media• PR media outreach

• Miss Turkey commercial– Nothing sells a burger better than the

real Miss Turkey in a bikini covered with pictures of turkey burgers

– National media buy • millions of views

• Standees in restaurants• Raised awareness with digital

campaign & social media• PR media outreach

SalesSales

• Turkey Burger Sales – Among the three top-selling product

launches in brands’ history– Same-store sales increased following

launch • Q2 SSS +2% at Carl’s Jr., +2.5% at Hardee’s• Q3 SSS +2% Carl’s Jr., +1.8% Hardee’s

• Turkey Burger Sales – Among the three top-selling product

launches in brands’ history– Same-store sales increased following

launch • Q2 SSS +2% at Carl’s Jr., +2.5% at Hardee’s• Q3 SSS +2% Carl’s Jr., +1.8% Hardee’s

• Brought in new guests, infrequent guests– Still appealed to our core of young, hungry guys

OutcomeOutcome

• Offered healthier option, still craveable and delicious

• Turkey Burgers now a permanent menu line• Line extension

• Offered healthier option, still craveable and delicious

• Turkey Burgers now a permanent menu line• Line extension

You can offer lean, lower calorie burgers...But they still have to taste great.

Q & A