ST. LOUIS, Dec. 19 /PRNewswire/ -- Famous for its line of high-quality,
100 percent Angus beef Thickburgers(TM), Hardee's(R) today announced the
introduction of a new entree salad good enough to join its menu, the Red
Burrito(TM) Taco Salad. Similar to Thickburgers, the quality of the hearty
new entree salad is on par with those found in sit-down restaurants.
(Photo: http://www.newscom.com/cgi-bin/prnh/20051219/CGM034 )
The Red Burrito Taco Salad features a fresh, crispy, bowl-shaped tortilla
shell filled with seasoned ground beef, Monterey Jack and cheddar cheeses,
shredded lettuce, refried beans, sour cream, hot sauce and spicy pico de gallo
"This is a delicious entree salad that satisfied our ongoing goal of
rivaling the quality of sit-down restaurant food," said Brad Haley, executive
vice president of marketing for Hardee's. "After testing several salad ideas
at Hardee's, we found that our customers were looking for a hearty, warm
entree salad with a lot of flavor, and the Red Burrito Taco Salad filled the
bill. The new menu item is actually the same one we are currently testing in
several Hardee's restaurants that have been co-branded with the entire Red
Burrito menu. While we developed the Red Burrito menu as a potential
co-branding concept for Hardee's and it is still in the testing phase, we
thought the Red Burrito name helped add authenticity to the product and, at
the same time, helped raise awareness for the Red Burrito brand, which would
be beneficial if we were to expand the co-branding effort in the future."
Participating Hardee's restaurants will offer the Red Burrito Taco Salad
at a suggested retail price of $3.99.
Last year, Carl's Jr.(R), Hardee's sister chain in the western U.S.,
introduced a similar product, the Green Burrito(R) Taco Salad, and the
innovative idea to offer an individual co-branded menu item recently earned
that brand recognition for creating the "Best Cross-Promotion of 2005,"
according to QSR magazine.
Hardee's Food Systems, Inc. is a wholly owned subsidiary of CKE
Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. As of the third fiscal
quarter ended Nov. 7, 2005, CKE Restaurants, Inc., through its subsidiaries,
had a total of 3,163 franchised or company-owned restaurants in 43 states and
in 13 countries, including 1,042 Carl's Jr.(R) restaurants, 2,004 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
Contact: Jeff Mochal Bob Rybarczyk
Hardee's Weber Shandwick
(314) 259-6277 (314) 552-6731