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

Jun 13, 2005, 01:00 ET from Hardee's

    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
                jmochal@ckr.com        brybarczyk@webershandwick.com

SOURCE Hardee's