Hardee's(R) Heats Things Up With New Spicy BBQ Thickburger(TM) Topped With Texas Toothpicks(TM)
Spicy Paris Hilton Ad Will Debut in Hardee's Markets June 27
ST. LOUIS, June 13 /PRNewswire/ -- Hardee's, widely known for bringing sit-down restaurant quality burgers to fast-food customers, introduces yet another example today with the launch of The Spicy BBQ Thickburger, topped with Tabasco(R)-spiked BBQ sauce and Texas Toothpicks. Texas Toothpicks are spicy batter-fried slivers of onions and jalapenos. They add heat and a nice crunch to The Spicy BBQ Thickburger, and will also be offered as a side item on their own. (Photo: http://www.newscom.com/cgi-bin/prnh/20050613/CGM042 ) Hardee's Spicy BBQ Thickburger will be advertised with a spicy TV commercial starring celebrity-socialite Paris Hilton. The commercial, featuring Paris washing a Bentley in a swimsuit, will begin airing in Hardee's markets the week of June 27 -- and, just like the latest Thickburger, it's "hot." So hot in fact, that the ad sparked a firestorm of publicity when it aired in sister chain Carl's Jr.(R) markets in the Western U.S. last month. Since the ad was created for both chains' target audiences of young men, the commercial will air after 9:00 p.m. in male-oriented programs. "The crispy texture and spicy flavor of the Texas Toothpicks combined with equally spicy barbeque sauce make this one of my favorite Thickburgers," said Brad Haley, Hardee's executive vice president of marketing. "Most fast-food chains wouldn't dare to offer something with this much punch, preferring instead to water down taste in their quest to appeal to the masses. But Hardee's customers have come to expect more from us, and The Spicy BBQ Thickburger won't disappoint them." The Spicy BBQ Thickburger is charbroiled, like all Hardee's burgers, and features a generous layer of Texas Toothpicks on a 1/3-pound, 100 percent Angus beef patty, two slices of American cheese, fresh lettuce, sliced tomato and plenty of zesty BBQ sauce -- all on a toasted, sesame seed bun. The Spicy BBQ Thickburger will sell at participating Hardee's restaurants for $3.59 by itself, or $5.78 for a medium combo meal. Texas Toothpicks are also available as a standalone side item at a suggested retail price of $1.89. Of course, Hardee's is no newcomer when it comes to pushing the limits, especially when it comes to burgers. Many Hardee's burgers feature toppings that aren't usually available from traditional fast-food chains. Last year, the chain unveiled the infamous Monster Thickburger(TM), featuring two 1/3- pound, 100 percent Angus beef patties, and topped with four strips of crispy bacon, three slices of American cheese, and mayonnaise. Then came the Loaded Breakfast Burrito(TM), with a delicious blend of breakfast favorites, including eggs, diced ham, crumbled bacon and sausage, and shredded cheddar cheese. Now, Texas Toothpicks are making their debut atop The Spicy BBQ Thickburger, the newest member of the popular Thickburger line. Hardee's Food Systems, Inc. is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. As of the fiscal year ended January 31, 2005, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,166 franchised or company-owned restaurants in 44 states and in 11 countries, including 1,014 Carl's Jr. restaurants, 2,034 Hardee's restaurants and 101 La Salsa Fresh Mexican Grill(R) restaurants. For more information, or to find a Hardee's near you, go to http://www.ckr.com or http://www.hardees.com . *Photos of Texas Toothpicks and The Spicy BBQ Thickburger are available upon request. Contact: Jeff Mochal Bob Rybarczyk Hardee's Weber Shandwick (314) 259-6277 (314) 552-6731 firstname.lastname@example.org email@example.com
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