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Carl's Jr. Scoops Fast-Food Competitors with Better Milkshakes

Nov 16, 2005

New Shakes and Malts Feature Real Milk and Ice Cream, Blended to Order

CARPINTERIA, Calif. - November 16 - Carl's Jr.® is introducing Hand-Scooped Ice Cream Shakes & Malts™, individually blended to order using real ice cream and real milk. The new, top-of-the-line milkshakes and malts were developed as the ideal complement to the chain's premium charbroiled hamburgers. The strategy is part of Carl's Jr. continuing effort to develop and offer sit-down-restaurant-quality menu items with the convenience of fast food.

"The quality and taste of our new ice cream milkshakes and malts are head-and-shoulders above anything being served by any major fast-food chain today," said Brad Haley, executive vice president of marketing for Carl's Jr. "In fact, most fast-food chains have never made real milkshakes, preferring instead to make the faster and cheaper shakes that are machine-made using a liquid shake mix — and most of those can't even legally be referred to as ice cream."

"Now Carl's Jr. has brought back the great taste of classic diner milkshakes and malts. Each shake is prepared with real ice cream that is hand-scooped and individually blended with milk and a choice of vanilla, chocolate or strawberry syrup. We'll even mix in real malted milk powder for those guests who want to go retro and order a malt."

Hand-Scooped Ice Cream Shakes & Malts are currently available in most Carl's Jr. restaurants for a suggested retail price of $2.89, although prices may vary. The 16-oz. milkshakes and malts are served in clear plastic cups with clear plastic domed lids filled with whipped topping, similar to the frozen beverages served at high-end coffeehouses. The chain announced that it will offer vanilla, chocolate and strawberry flavors, and plans to introduce periodic seasonal flavors in the future.

"One of our chief goals with the introduction of our line of 100-percent Angus beef Six Dollar Burgers™ more than four years ago was to deliver the quality of sit-down restaurant burgers at a fast-food place," added Haley. "Now, we've done the same thing with our Hand-Scooped Ice Cream Shakes & Malts. Together with one of our famous charbroiled burgers, they make a perfect combination."

Carl's Jr. is launching the product with a new commercial titled "Cow Shake," featuring a large Holstein cow being "shaken" in rhythm to the music of "Get Busy," the hit song by Jamaican reggae star Sean Paul. As Paul sings "shake that thing," a young man attempts to move the rigid black-and-white bovine, whose udder vibrates back and forth with the music. The pay-off line is "Milk ... Shakes." The ad is currently airing in local markets and will also be viewable on www.carlsjr.com.

Carl's Jr. is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. As of the second fiscal quarter ended August 15, 2005, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,159 franchised or company-owned restaurants in 43 states and in 13 countries, including 1,032 Carl's Jr. restaurants, 2,011 Hardee's® restaurants and 100 La Salsa Fresh Mexican Grill® restaurants. For more information, or to find a Carl's Jr. near you, go to www.ckr.com or www.carlsjr.com.