Carl's Jr.®

New Carl's Jr. and Hardee's Commercial Features $6,000 Combo Meal Available Exclusively at the Palms

Oct 16, 2006

Casino Owners the Maloof Brothers Nosh on The Six Dollar Burger™ in New Ad Spot

CARPINTERIA, Calif., Oct. 16 -- Sister hamburger chains Carl's Jr. and Hardee's (CKE Restaurants, Inc.; NYSE: CKR) go all out when it comes to serving juicy, delicious hamburgers to young, hungry guys, and their latest commercial promises a major pay-off as well: The $6,000 Combo Meal offered exclusively at the Palms Casino Resort in Las Vegas.

The 30-second spot -- shot over one day at the Mint High Limit Lounge inside the Palms Casino Resort -- features no ordinary band of brothers enjoying no ordinary hamburger. Joe, Gavin, George Jr. and Phil Maloof have made a name for themselves as the savvy owners of the NBA's Sacramento Kings and Sin City hotspot Palms Casino Resort, the new site of the Playboy Club. Having a net worth of $1 billion means they can enjoy the finer things in life, and the commercial shows just that: good company, good wine, and delicious burgers from Carl's Jr. and Hardee's.

It turns out that a 24-year-old bottle of French Bordeaux pairs nicely with Angus beef, fresh produce, melted American cheese and a fresh, sesame seed bun. The Carl's Jr. and Hardee's signature Six Dollar Burger now makes its debut on the Palms room service menu with French fries and a $6,000 bottle of Bordeaux. It's burgers, Palms-style, with The $6,000 Combo Meal.

"This all actually came about when Joe, Gavin and I met last season at a Sacramento Kings game and hit it off -- they have a Carl's Jr. around the corner from their house and can't get enough of the Six Dollar Burger. They told me they were huge fans, and I said the same," says Andrew F. Puzder, president and CEO of CKE Restaurants, Inc. "I figured they'd be perfect in a commercial -- they live the life every young, hungry guy wants to live -- they're successful, wealthy, own a basketball team, a casino and have fun doing it. Best of all, they love the Six Dollar Burger!"

Joe Maloof, president of Maloof Sports & Entertainment, agrees: "We love the Six Dollar Burger, and we love the commercials that have come out for Carl's Jr. and Hardee's over the years. And now we're part of one! It's a dream come true, and shooting the commercial was as fun as it looks."

This commercial starring the Maloof brothers was created by advertising agency of record Mendelsohn/Zien, mastermind behind iconic ads for the brands such as the Paris Hilton "That's Hot" spot and the "If it doesn't get all over the place, it doesn't belong in your face" Carl's Jr. campaign from the mid- 90's. The spot will be airing in Carl's Jr. and Hardee's markets Monday, Oct. 16.

(Media note: B-roll from the Maloof brothers ad shoot will be available via satellite at two separate time intervals. Satellite coordinates and times are listed at the bottom of this press release. Photos are also available for media use.)

This year, Carl's Jr. celebrates 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. and Hardee's Food Systems, Inc. are wholly owned subsidiaries 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. restaurants, 1,945 Hardee's restaurants and 98 La Salsa Fresh Mexican Grill® restaurants. For more information, or to find a Carl's Jr. or Hardee's near you, go to http://www.ckr.com, http://www.carlsjr.com, or http://www.hardees.com.

Satellite Coordinates for Behind-the-Scenes Ad Shoot Footage
Feed #1: Monday, October 16th, 2006; 14:00-14:15 ET (11:00-11:15 AM Pacific); IA 6 / C 09 (93 degrees West); Uplink Freq.: 6105.000 H; Downlink Freq.: 3880.000 V

Feed #2: Tuesday, October 17th, 2006; 06:00-06:15 ET (3:00-3:15 AM Pacific); IA 6 / C 09 (93 degrees West); Uplink Freq.: 6105.000 H; Downlink Freq.: 3880.000 V