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    And the Newest Thickburger Is...

  • Industry News May 14, 2008
    Flying in the face of conventional thinking yet again, Hardee's announced today that it is thumbing its nose at the current value menu movement by rolling out a Prime Rib Thickburger. This is the chain's latest foray into its highly successful "meat-as-a-condiment" menu development strategy and is the most high-end offering yet.

    "We've never been ones to follow the fast-food herd mentality," says Brad Haley, Hardee's executive vice president of marketing. "So, while other places are hopping on the value bandwagon and promoting their smallest and lowest-quality menu items, we'll keep doing what we do best by giving our customers what they really crave: big, delicious, premium-quality burgers."

    And what exactly is a Prime Rib burger? You would be forgiven for thinking it's a burger made from prime rib, but you'd be wrong. It is, in fact, a charbroiled, one-third pound Black Angus beef patty topped with thinly-sliced prime rib, horseradish sauce, Swiss cheese, and grilled onions on a Ciabatta roll, served with jus for dipping.

    "At a suggested selling price of $4.49," says Haley, "that's our idea of a value burger."

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