Carl's Jr. Unleashes Monster Breakfast Sandwich (Press Release)

The Monster Breakfast Sandwich takes the growl out of your morning.

-- Chain Leader, 7/23/2008 8:12:00 AM

CARPINTERIA, Calif., July 23 /PRNewswire/ -- A growling stomach is a thing of the past as Carl's Jr.(R) introduces a new breakfast item as big as its famously-filling burgers -- the Monster Breakfast Sandwich(TM). The newest mega-sized morning offering is sure to tame even the most monstrous appetite for the all-important first meal of the day. The sandwich is filled with all of the classic breakfast favorites, including two eggs, two strips of bacon, a sausage patty and Swiss and American cheeses piled between grilled sourdough bread.

The Monster Breakfast Sandwich also serves as the kick-off for new positioning of the entire Carl's Jr. breakfast menu, featuring the tagline, "Breakfast as big as our burgers(TM)."

"As we looked for compelling ways to make Carl's Jr. breakfast menu stand out from the crowd, our consumer research revealed that many people felt that typical fast-food breakfast items really didn't fill them up, so much so that they often ordered two sandwiches at a time to get enough food," said Brad Haley, executive vice president of marketing for Carl's Jr. "So, we've satisfied that need in a big way with the new Monster Breakfast Sandwich. While it dwarfs the usual fast-food fare out there, with two eggs, sausage, bacon and cheese, it really is more like the amount of food you would get for breakfast in any diner. And, to help convey that idea, we will be running humorous television ads that depict people at various types of restaurants ordering breakfasts in tiny portions, while the announcer intones, 'You wouldn't eat like this in a restaurant. Why do it in a fast food place?'"

Taking inspiration from its sister chain Hardee's(R) success with high-quality, filling breakfast items, the Monster Breakfast Sandwich joins other favorites on the Carl's Jr. breakfast menu including the popular Breakfast Burger(TM), featuring a charbroiled burger patty, topped with egg, bacon, cheese and hash browns, and several hefty breakfast burritos, including the popular Steak and Egg offering made with fresh salsa.

The Monster Breakfast Sandwich will sell for $2.89 a la carte or $4.49 as part of a combo. Prices may vary.

About Carl's Jr.

Carl's Jr. is celebrating more than 65 years in the quick-service industry. What began as a lone hot dog cart in Los Angeles, Calif. in 1941 is today an international organization that employs nearly 30,000 people worldwide. Carl's Jr. 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 3,101 franchised, licensed or company-operated restaurants in 42 states and in 13 countries, including 1,162 Carl's Jr. restaurants and 1,939 Hardee's(R) restaurants. For more information, or to find a Carl's Jr. near you, go to http://www.carlsjr.com.