Industry News | August 16, 2010

New Carl's Jr. Option is Part Burger, Part Cheesesteak

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Carl’s Jr. unveiled its new Philly Cheesesteak Burger. The meat-on-meat offering consists of thinly sliced steak on top of a charbroiled burger patty, finished off with peppers, onions, Swiss and American cheeses, and mayonnaise, all on a seeded bun.

“Carl’s Jr. has developed many successful burger creations by combining the great taste of charbroiled beef with popular, all-American sandwiches, and the new Philly Cheesesteak Burger is the best yet,” says Brad Haley, executive vice president of marketing at CKE Restaurants. “To truly deliver the taste that the name evokes, we didn’t just put cheese and grilled onions and peppers on a burger, we put the sliced steak on it, too. So, whether you’re a burger lover or a cheesesteak lover or both, the Philly Cheesesteak Burger really has what you’re looking for.”

The Philly Cheesesteak Burger is available at Carl’s Jr. for $3.49, or as a combo with fries and a drink for $5.99. Prices may vary by location.

The burger will be promoted through ads created by Los Angeles-based advertising agency Mendelsohn|Zien, the firm behind many ads for Carl’s Jr. and sister chain Hardee’s. Titled “We Don’t Do That,” the commercial shows what happens when an authentic, no-nonsense Philly cheesesteak joint gets a phone order for a cheesesteak on a burger.

Digital marketing efforts for the Philly Cheesesteak Burger will include three Philadelphia-themed stop-motion viral films created with plastic building blocks. A Rocky-inspired video, titled “The Champ,” can be viewed on the Carl’s Jr. YouTube channel.