The Monster Breakfast Sandwich also serves as the kick-off for the new positioning of the entire Carl's Jr. breakfast menu, featuring the tagline, "Breakfast as big as our burgers."
"As we looked for compelling ways to make Carl's Jr. breakfast menu stand out from the crowd, our consumer research revealed that many people felt that typical fast-food breakfast items really didn't fill them up, so much so that they often ordered two sandwiches at a time to get enough food," says Brad Haley, executive vice president of marketing for Carl's Jr. "So, we've satisfied that need in a big way with the new Monster Breakfast Sandwich. While it dwarfs the usual fast-food fare out there, with two eggs, sausage, bacon, and cheese, it really is more like the amount of food you would get for breakfast in any diner. And, to help convey that idea, we will be running humorous television ads that depict people at various types of restaurants ordering breakfasts in tiny portions, while the announcer intones, 'You wouldn't eat like this in a restaurant. Why do it in a fast food place?'"