It's Not Easy Being Green at Hardee's(R)
'Young Hungry Guy' Target Makes Development of New Entree Salads, Like the
Newly-Launched Southwest Chicken Salad, A Unique Challenge
ST. LOUIS, Nov. 20 /PRNewswire/ -- Back in early 2003 when the Hardee's fast-food chain recommitted itself to a "Young Hungry Guy" target audience and to big burgers, management didn't realize it was also making its life more difficult in unexpected ways. For the chain that brought the world the infamous 2/3-lb. Monster Thickburger(R) and such '"meat-as-a-condiment" creations as the Philly Cheesesteak Thickburger(TM), finding a salad that its customers wanted to buy has proved challenging. Today, Hardee's debuts a salad that even its hard-core burger lovers will appreciate, the Southwest Chicken Salad(TM). (Photo: http://www.newscom.com/cgi-bin/prnh/20061120/CGM042 ) "We have tested many types of salads over the years at Hardee's in an effort to offer our guests more choices, but few have worked," said Brad Haley, executive vice president of marketing for Hardee's. "Our 'Young Hungry Guy' customers aren't really into arugula, black beans and Mandarin oranges on their salads. What they want is a lot of meat and a lot of flavor. That's why, after numerous attempts, the first salad we found that would sell well in our restaurants was the Red Burrito Taco Salad(TM) introduced last year. And, we're following it up now with the Southwest Chicken Salad that comes with a generous portion of crispy chicken breast strips and a spicy Santa Fe dressing that gives the whole thing a nice kick. While we found the salad sold well among young guys in our test market, women also liked it a lot because it tastes great." The Southwest Chicken Salad features a crispy tortilla shell "bowl" filled with shredded lettuce and topped with crispy chicken breast strips, two red onion rings, chopped white onions, chopped tomatoes, shredded cheddar cheese, and a tangy Santa Fe dressing. Like the chain's charbroiled Thickburgers, the Southwest Chicken Salad is not made until it's ordered so that it's always fresh. Participating Hardee's restaurants will offer the Southwest Chicken Salad at a suggested retail price of $3.99. Hardee's Food Systems, Inc. is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. As of the second fiscal quarter ended Aug. 14, 2006, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,131 franchised or company-owned restaurants in 43 states and in 13 countries, including 1,072 Carl's Jr.(R) restaurants, 1,945 Hardee's restaurants and 98 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 . Contact: Jeff Mochal Bob Rybarczyk Hardee's Weber Shandwick (314) 259-6277 (314) 552-6731 email@example.com firstname.lastname@example.org
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