Carl's Jr.®

Carl's Jr. Prime Rib Six Dollar Burger Sets New Quality Standard in Fast Food

Jun 18, 2008

Chain's New Burger Bucks the Discounting Trend of Competitors

CARPINTERIA, Calif. – June 18, 2008 – In an era when so-called value menus are attempting to lure customers with dollar-priced snacks and bite-sized burgers, Carl's Jr. is proving that taste and quality never go out of style. With the arrival today of its ultimate premium burger, the Prime Rib Six Dollar Burger, Carl's Jr. sets a new standard for quality fast-food and re-defines value in comparison to similar items available at fancy sit-down restaurants.

The new high-end burger is the latest in the Carl's Jr. string of "meat-as-a-condiment" menu items, which have included the Pastrami Six Dollar Burger and the Philly Cheesesteak Six Dollar Burger. The newest meat-on-meat creation is sure to satisfy even the hungriest of prime rib lovers. The Prime Rib Six Dollar Burger consists of a charbroiled, 100 percent Black Angus beef patty topped with thinly-sliced prime rib, melted Swiss cheese, grilled onions and horseradish sauce all on a toasted Ciabatta roll – and all for about the price of a gallon of gasoline.

"Ever since the introduction of The Original Six Dollar Burger almostseven years ago now, Carl's Jr. has been committed to bringing sit-down restaurant quality burgers to fast-food customers," said Brad Haley, Carl's Jr. executive vice president of marketing. "And, the Prime Rib Six Dollar Burger is the ultimate expression of that commitment. So, while other chains are hopping on the value menu bandwagon and trying to lure customers with the smallest, lowest-quality burgers they make, we will keep giving our guests what they really crave: big, delicious, premium-quality burgers at a price that represents a real value compared to sit-down restaurants…and you don't need to leave a tip."

Comparable to gourmet burgers served in a high-end restaurant, the Prime Rib Six Dollar Burger is a value at a suggested retail price of $5.69 a la cart, or $7.79 for a combo with fries and a drink. Prices may vary.

To further demonstrate that their Prime Rib Six Dollar Burger is as good, or better, than those served at high-end sit-down restaurants, Carl's Jr. created a new ad campaign aptly named "Fake Restaurant." The ads capture on hidden camera the true-life experiences of customers who believed they were eating high-priced burgers at a fancy restaurant – only to find out they were really enjoying Carl's Jr. 100% Black Angus beef, Six Dollar Burgers. The burgers on the fake restaurant's menu ranged in price from $14 to $20. It wasn't until after the guests had paid the checks that the truth was revealed to them. Some were embarrassed, some were surprised, but none were dissatisfied with their purchase. The Fake Restaurant ad campaign launched this week in Carl's Jr. markets. To see the commercials, meet the pranked participants and view additional footage from the Fake Restaurant commercial shoot, go to www.FakeRestaurant.com.

About Carl's Jr.
Carl's Jr., which began as a lone hot dog cart in Los Angeles, Calif. in 1941 is today an international organization that employs nearly 30,000 people worldwide. Carl's Jr. is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. As of its fiscal 2008 fourth quarter ended Jan. 28, 2008, CKE Restaurants, Inc. through its subsidiaries, had a total of 3,067 franchised, licensed or company-operated restaurants in 42 states and in 13 countries, including 1,141 Carl's Jr. restaurants and 1,926 Hardee's® restaurants. For more information, or to find a Carl's Jr. near you, go to www.ckr.com or www.carlsjr.com.

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