Hardee's to Offer Its Most Decadent Burger Yet (Press Release)

Chain's new prime rib Thickburger(R) bucks the discounting trend of competitors.

-- Chain Leader, 5/14/2008 3:37:00 PM

ST. LOUIS, May 14 /PRNewswire/ -- Flying in the face of conventional thinking yet again, today Hardee's(R) announced that it is thumbing its nose at the current value menu movement by rolling out the ultimate premium burger, the Prime Rib Thickburger(R). The new Thickburger marks the chain's latest foray into its highly successful "meat-as-a-condiment" menu development strategy and is the most high-end one yet.

"We've never been ones to follow the fast-food herd mentality," said Brad Haley, Hardee's EVP of Marketing. "So, while other places are hopping on the value bandwagon and, thus, promoting their smallest and lowest-quality menu items, we'll keep doing what we do best by giving our customers what they really crave: big, delicious, premium-quality burgers. And, the new Prime Rib Thickburger is our most decadent Thickburger ever since it's a charbroiled, one-third pound 100% Black Angus beef patty topped with thinly-sliced prime rib, horseradish sauce, Swiss cheese, and grilled onions on a Ciabatta roll served with a cup of au jus for dipping," Haley added. "At a suggested selling price of $4.49, that's our idea of a 'value burger.'"

The small size Prime Rib Thickburger combo featuring Hardee's Natural-Cut Fries and a drink will be sold at participating restaurants for $6.49. Prices may vary.

Hardee's Food Systems, Inc. is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. As of its fiscal 2008 fourth quarter ended Jan. 28, 2008, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,067 franchised, licensed or company-operated restaurants in 42 states and in 13 countries, including 1,141 Carl's Jr. restaurants and 1,926 Hardee's restaurants. For more information, or to find a Hardee's near you, go to http://www.ckr.com or http://www.hardees.com.

SOURCE Hardee's Food Systems, Inc.