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"Drip Happens" With Return of Chili Cheese Burgers & Fries At Carl's Jr.

Feb 21, 2008

Messy and Delicious, A "Win-Win" for Chili Lovers and Drycleaners Everywhere

CARPINTERIA, Calif. – February 21, 2008 – Grab a napkin. Actually, grab a few. Beginning this week, Carl's Jr.® brings back two deliciously messy items to its menu with Chili Cheese Burgers and Chili Cheese Fries. The winning combination of warm chili and melted cheese is sure to please hungry customers who crave a little mess in their lives, and drycleaners across the country are also thrilled with the menu additions.

Carl's Jr. Chili Cheese Burgers and Fries are endorsed by the international Drycleaning & Laundry Institute, which believes that chili and cheese should be added to all burgers, fries, and everything else for that matter. "Indulge yourself at Carl's Jr. and enjoy your chili. Don't worry about the mess — leave that to us," said William Fisher, CEO of the Drycleaning & Laundry Institute based in Laurel, Maryland. "Our latest poll reveals that four out of five drycleaners recommend eating Carl's Jr. chili and cheese laden creations at least once a week."

To get chili stains out of that favorite cotton T-shirt or jeans, the Drycleaning & Laundry Institute recommends wiping off the excess chili and cheese, and using a laundry pre-spotter before washing. And if you're on-the-go and make a mess in the car, they suggest scraping it off and spot-treating using an upholstery cleaner. But for that great silk tie or fine linen blouse, get it into the hands of your DLI drycleaner right away for the TLC it's going to need.

"We love adding menu items that people crave and our Chili Cheese Burgers and Fries definitely fit the bill," said Brad Haley, executive vice president of marketing for Carl's Jr. restaurants. "While some fast-food chains would be nervous about selling a menu item that's bound to be messy, we think that's part of what makes a great chili cheese burger and great chili cheese fries. To paraphrase the old adage, when it comes to eating a chili cheese burger, ‘drip happens.' And, as one of our advertising campaigns once proudly proclaimed, ‘If it doesn't get all over the place, it doesn't belong in your face,' so it's no surprise that the Drycleaning & Laundry Institute supports our efforts."

Starting this Sunday on the Academy Awards broadcast in most Carl's Jr. markets, a series of television commercials taking a "messy and drippy" approach to advertising will debut. The ads depict various individuals enjoying Chili Cheese Burgers and Fries from Carl's Jr. but "spillage" occurs. The commercials carry on a decade-long strategy at Carl's Jr. to utilize innovative advertising intended to appeal to young, hungry guys. The ads were created by Los Angeles-based advertising agency, Mendelsohn|Zien, also the masterminds of many iconic Carl's Jr. ads including the memorable Paris Hilton commercial, "That's Hot," from 2005.

Customers can choose from a variety of chili cheese burger options with the Single Chili Cheese Burger, Double Chili Cheese Burger, and The Chili Cheese Six Dollar Burger™ versions available. All of Carl's Jr. Chili Cheese Burgers start with a charbroiled beef patty, topped with beef chili, crowned with American cheese, tomatoes, yellow onions, dill pickles and mustard – all packed between a seeded bun. Single, Double, and Six Dollar Chili Cheese Burgers will sell for $2.99, $3.99, and $4.79, respectively, or as part of a combo meal for $4.99, $5.99, or $6.79. Prices may vary.

Carl's Jr. Chili Cheese Fries are smothered with the same beef chili, topped with melted jack and cheddar cheeses and served with a fork. Chili Cheese Fries will sell for $2.79 or can be substituted in any combo for an additional charge. Again, prices may vary.

About Carl's Jr.
Carl's Jr. is celebrating more than 65 years in the quick-service industry. What 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 the second fiscal quarter ended Nov. 5, 2007, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,036 franchised or company-operated restaurants in 43 states and in 14 countries, including 1,121 Carl's Jr. restaurants and 1,915 Hardee's restaurants. For more information, or to find a Carl's Jr. near you, go to www.ckr.com or www.carlsjr.com.

About the Drycleaning & Laundry Institute
The Drycleaning & Laundry Institute (DLI) has been the premier international trade association for garment care professionals since 1883. Representing over nine thousand retail drycleaning facilities in the United States alone, DLI is the world's leading professional garment care organization. Through legislative & regulatory policy development, education, professional training, information, garment analysis, research, and textile testing, DLI offers solutions to help member businesses remain on the competitive edge. Visit DLI at www.ifi.org.