Industry News | July 21, 2014

Carl’s Jr., Hardee’s Go Big with Texas BBQ Thickburger

Bookmark/Share this post with:
Email this story Email this story
Printer-friendly versionPrinter-friendly version

Carl’s Jr. and Hardee’s are saluting the state of Texas’s barbecue tradition with their newest meat-on-meat burger creation: the Texas BBQ Thickburger, now available at participating Hardee’s restaurants and at Carl’s Jr. restaurants on Wednesday.

The new Texas BBQ Thickburger features tender, smoked beef brisket; spicy mesquite barbecue sauce; jalapeno and onion strips; and melted American cheese, all piled high on a charbroiled 100 percent Black Angus beef Thickburger patty and served on a Fresh Baked Bun. Beginning with the launch of the Texas BBQ Thickburger, Carl’s Jr. and Hardee’s now will offer their full lineup of premium, charbroiled 100 percent Black Angus beef Thickburgers in new sizes to satisfy the appetites of its “young, hungry guy” target. Both chains will now offer 1/3-lb. and 1/2-lb. Thickburger sizes, and Hardee’s will also offer a 1/4-lb. size.

The chains will celebrate the Lone Star State–inspired burger with a new, all-star ad campaign, premiering next week. Texas native and Sports Illustrated swimsuit model Hannah Ferguson takes the reins as the newest spokeswoman for the chains and will be joined by the surprise, much anticipated return of a Carl’s Jr. and Hardee’s advertising legend.

“Texans know their beef and they know their barbecue, so they were the inspiration for our newest ‘meat-on-meat’ burger,” says Brad Haley, chief marketing officer of Carl’s Jr. and Hardee’s. “The smokiness of the tender beef brisket and the tanginess of the spicy mesquite barbecue sauce really complement the charbroiled taste of our 100 percent Black Angus beef Thickburger patties. For even more Texas-inspired flavor, we add spicy, crispy jalapeno and onion strips, also known as Texas Toothpicks, along with a slice of melting American cheese and serve it all on one of our signature Fresh Baked Buns that we bake fresh inside our restaurants every day. It’s the big, bold tastes of Texas… on a burger.

“And who better to help us introduce the Texas BBQ Thickburger than San Angelo, Texas, native and Sports Illustrated swimsuit model Hannah Ferguson?” Haley says. “Hannah grew up eating great barbecue and lends authentic Texan spirit to the advertising campaign. Along with Hannah, we’re also excited to be reuniting with one of our most iconic Carl’s Jr. and Hardee’s advertising stars for an advertising campaign that’s as big as the burger. Stay tuned for more on that.”

The Texas BBQ Thickburger ad campaign was created by Los Angeles– and Amsterdam-based creative agency 72andSunny and will premiere on TV and online July 28. Exclusive behind-the-scenes footage and on-set interviews with the commercial stars can be viewed on the chains’ YouTube channels next week.

“With both chains offering 1/3-lb. and 1/2-lb. 100 percent Black Angus beef Thickburgers, our guests not only have more choices, but those choices are more like the ones available at so-called casual-dining restaurants than at traditional fast food chains,” Haley says.

The Texas BBQ Thickburger is available starting at $4.39 and may also be ordered in a combo meal with fries and a drink for $6.89. For a limited time, guests may order the crispy fried jalapeno and onion strips as a side item for $1.99. Prices may vary by location.

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.