Industry News | September 30, 2008

Hardee's Offers Quarter-Pound Thickburgers

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Not all burger lovers have big appetites but they all want big taste. So now, five years after Hardee’s first introduced its line of charbroiled, 1/3- and 2/3-lb., 100% Black Angus beef Thickburgers, the chain has created a reduced-size version of the popular items especially for smaller appetites. Starting today, Hardee’s is introducing Little Thickburgers. “Ever since we first introduced our signature line of Thickburgers in 2003, our research has consistently shown that people recognize and appreciate their superior taste and quality,” said Brad Haley, Hardee’s EVP of Marketing for Hardee’s restaurants. “The only complaint some people have ever had about our Thickburgers is that they were either too big or too expensive to order as much as they would like, particularly in this challenging economic environment. So, we created Little Thickburgers specifically for those people.”

A new advertising campaign illustrates the size difference between the classic 1/3-pound Thickburger and the new 1/4-pound Little Thickburger in various humorous ways. In one ad, the Thickburger is described as a “Jock” while the Little Thickburger earns the “Jockey” title. In another, the Thickburger earns a Badonkadonk rating, while the Little Thickburger squeaks by with a Badinkadink. The ads were created by Los Angeles-based advertising agency, Mendelsohn|Zien, the masterminds behind many iconic Hardee’s ads including the memorable Paris Hilton commercial, “That’s Hot,” from 2005 and the Fake Restaurant campaign from earlier this year. To view the ads, visit http://www.mzad.com/demos/littlethickburgerads/.

Little Thickburgers are available in two versions: one fully loaded with cheese, produce and all the condiments and the other topped with cheese, diced onions, pickles, ketchup, and mustard. The new burgers are available at all locations and start at just $1.99. Prices may vary.