NASHVILLE, Tenn. – that a new dawn for fast-food chain Hardee’s and also Carl"s Jr. After two years of trying to run – and also co-brand – in tandem.

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Hardee"s, 58-year-old citizens chain headquartered just outside of Nashville, is experience a rebranding effort meant to different it from Carl’s Jr. And clean increase the chain"s reputation. 

Now, instead of advertisements special bikini-clad females – indigenous Paris Hilton to supermodel Kate Upton – devouring sloppy burgers, Hardee"s is ~ a an ext wholesome picture with that is food taking facility stage.

The changes come under the direction the CEO Jason Marker, a former KFC president who took the helm the Hardee’s and Carl’s Jr.’s parental CKE Restaurants simply over a year ago. Marker changed Andy Puzder, that resigned native CKE quickly after failing in his bid to become President Donald Trump’s labor secretary.


“Basically whatever we looked at claimed these 2 brands have to be separated," mite said. "The factor it’s important is because it means we don’t need to compromise. From a food suggest of view, friend don’t have to invent one point that satisfies two very different brands.”

The way Marker look at it, Hardee’s and also Carl’s Jr. Have unique personalities, and also customers right them into their lives in various ways. Hardee’s, for instance, counts on breakfast for 47 percent of its in its entirety business, compared to Carl"s Jr., i beg your pardon derives only 17 percent from mornings.


“Carl’s Jr. Is West coastline cool, bold, aggressive, impossible to ignore, well known for an extremely disruptive advertising strategies. Hardee’s is far much more authentic and also proud," mite said. "We refer to it together "down-home food done right." ” 

A public breakup

Hardee’s and also Carl’s Jr. Do public your breakup in separate recent ad campaigns. Hardee’s functions a small-town design template with music by big Wet and also the tagline “Tastes choose America.” Carl’s Jr. Promotes “Big Taste You can Feel” with a voice-over by Matthew McConaughey.

The ads represent a step adjust for the company, which closely aligned the 2 brands after a 1997 merger. It was then that Carl’s Jr. Operator CKE bought Hardee’s indigenous Imasco for about $327 million. 

It was only a year earlier that CKE undertook its most-aggressive effort to co-brand the 2 chains, inventing a joint fictional founder named Carl Hardee. The storyline connected him trying come reclaim the chain native his spoiled son. In fact, Carl"s Jr. Was founded in Anaheim, California, in the 1950s by Carl Karcher, that starred in Carl"s Jr. Ads for years before the hookup with Hardee"s.

Carl’s Jr. Operates mostly on the West coast with 1,152 U.S. Locations. Hardee’s restrict in the Southeast and Midwest with 1,865 U.S. Locations. Together, the chains have 870 international restaurants in 46 nations with plans to open 1,000 much more over the next five years.

Separating the brands will mean store redesigns because that Hardee’s, i beg your pardon is slated for 10 remodels by September and about 100 by January.

Hardee"s brand-new look

The first redesign in Nashville"s Bellevue community drives house the small-town vibe, v American flags draft from license plates, a Nascar replica in the drive-thru and license key handed out together table numbers.

“It’s really about celebrating ours American heritage and our great food quality,” mite said.

Putting the spotlight back on the food is crucial to driving client to the fast-food chain as the as whole U.S. Restaurant market struggles with flat to decreasing visits. Quick-service restaurants space doing far better than many other categories, yet that segment still just saw a 1 percent rise in access time in 2017, according to The NPD Group.


Hardee’s is reminding client its biscuits are kneaded, rolled and also baked every 15 minutes. That chicken tenders space hand-breaded and also the milkshakes are hand-scooped.

“My menu advancement team has actually actually to be gifted through an amazing task as soon as we break-up these brand apart a pair months ago – to build personalities because that two different menus. V Hardee’s in particular, embracing Midwestern and Southern root is miscellaneous we’re walking after really adamantly best now,” stated Owen Klein, vice chairman of global product breakthrough and innovation for CKE.

Sliders aid boost traffic

CKE Restaurants is a privately-held firm and no report sales figures, however Hardee’s experienced its finest traffic development of the previous two years as soon as it debuted $5 worth meals and a limited-time market on sliders, the agency said. Nationwide, spending on worth menus at quick-service restaurants to be up by 13 percent in the an initial quarter of 2018, follow to The NPD Group.

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Hardee’s is among several fast-food chains tweaking the image and also redesigning its stores to appeal to a more comprehensive demographic, an especially a younger audience. McDonald’s, i m sorry plans come modernize many of that freestanding restaurants by the end of 2020, debuted an upscale station in green Hills this year with self-order kiosks, a private events room, educational games for kids and also a three-story PlayPlace.