Industry News | August 4, 2009

New Partnership between CKE Restaurants and Monster Beverage Company

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CKE Restaurants, Inc., parent company of Carl’s Jr. and Hardee’s, has partnered with Monster Beverage Company, a division of Hansen Natural Corporation, to offer Monster Energy drinks in more than 3,000 restaurants throughout the nation.

The agreement between CKE and Monster marks a quick-serve milestone - Carl’s Jr. and Hardee’s become the first major quick-serve restaurant to offer Monster as a permanent menu item.

“Talk about a perfect pairing,” says CKE Restaurants’ CEO, Andrew Puzder. “Carl’s Jr., Hardee’s and Monster are made for each other. You can’t walk down the street without seeing a young guy holding a can of Monster. Now guests can start their morning with one of our delicious breakfasts and cap it off with a can of Monster to get a head start on the day, or they can have one after their burger to keep them going. They can even grab one on the go in the drive-thru.”

“This partnership provides increased availability of Monster Energy for our consumers at Carl’s Jr. and Hardee’s restaurants nationwide,” says Mark Hall, president of Monster Beverage Company. “Our unique approach to marketing through action sports sponsorships and music lends itself to a successful partnership with Carl’s Jr. and Hardee’s, both of which are respected, innovative brands that serve similar core consumers.”

Carl’s Jr. is immediately offering Monster Energy drinks in all company and franchise units. Hardee’s company-owned units will begin selling Monster Energy in mid-August, with franchised units joining later.

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