Industry News | April 25, 2007

Hardee's Tries Turkey for Breakfast

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Hardee’s, home of the made-from-scratch, buttermilk biscuits, has announced another fast-food first: turkey for breakfast. The new Breakfast Club Sandwich is piled high with slices of roasted turkey breast, bacon, shaved ham, American cheese, and a folded egg, all served on grilled sourdough bread. “We have had a great deal of success on our lunch/dinner menu by combining the great tastes of classic American sandwiches with the all-American burger, as we did with last year’s Philly Cheesesteak Thickburger, so we understandably wanted to give the same approach a try at breakfast,” says Brad Haley, Hardee’s executive vice president of marketing. “A Breakfast Club Sandwich seemed like a natural since most of the ingredients found on a traditional club sandwich, like ham, bacon, and cheese, were already staples at breakfast. “However, one of the main things that really makes a club sandwich taste like a club sandwich is the turkey, but turkey had never made its way onto fast-food breakfast menus before so were weren’t sure that our customers would even accept it,” Haley adds. “Fortunately, the resulting sandwich tasted great and the consumer research results in our test market indicated that it was the turkey that was primarily responsible for the menu item’s strong appeal. So, why not give turkey a chance to shine in the morning?”

The new Breakfast Club Sandwich will be sold at participating Hardee’s restaurants for $2.59 or at $3.99 for a small combo including hash rounds and a drink. Prices may vary.

Hardee's Food Systems, Inc. is a wholly owned subsidiary of CKE Restaurants, Inc. of Carpinteria, California.

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